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Evaluation Of New Generic Top Level Domains From A Brand And A Trademark Perspective

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  • Alexander Nagel
  • Philipp Sandner

Abstract

This study explains the positive branding effects and the trademark-related risks of the New Generic Top- Level Domain (NGTLD) program. It can be shown that Associative Network Memory Theory explains why the connection of the brand with a suitable generic NGTLD can increase brand awareness. Additionally, the Signaling Theory can explain why brand (and some generic) NGTLDs can be used as signals. Brand NGTLDs can be used to protect the brand from negative influences by third parties in the digital world. This study compares the chances and the risks of NGTLDs and recommends a strategy, which should minimize the trademark-related risks for brand owners. An extensive survey of prior literature was applied, as were interviews with a sample of 10 experts who were involved in the decision and the application process for NGTLDs

Suggested Citation

  • Alexander Nagel & Philipp Sandner, 2015. "Evaluation Of New Generic Top Level Domains From A Brand And A Trademark Perspective," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 8(1), pages 93-112.
    • Handle: RePEc:ibf:ijmmre:v:8:y:2015:i:1:p:93-112
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    References listed on IDEAS

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    More about this item

    Keywords

    Brands; Trademarks; New Generic Top-Level Domain; NGTLD; Internet; Online- Marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O34 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Intellectual Property and Intellectual Capital
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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