Canada: Monthly IP Blog – May 2020

What is a Domain Name?

The Basics

Domain names are the alpha numeric text strings to the right of the “@” in an e-mail address or immediately following the two slashes in a web address. By convention, the domain name specifies an Internet protocol (IP) number consisting of a network address and a host ID on a TCP/IP network.

Because the IP numbers are difficult to remember, alpha numeric domain names were introduced as a mnemonic. When an individual types an alpha numeric Uniform Resource Locator (URL) into a web browser, the host computer translates the domain name into an IP number. Since IP numbers can be arbitrarily assigned to domain names, the names can remain constant even when the resources to which they refer change. This method of accessing the internet is sometimes called direct navigation in contrast to search navigation where a search engine is used to obtain access.

The domain naming conventions treat a domain name as having three parts. For example, in the address www.gsnh.com, the “.com” is the Top-Level Domain or TLD, while “gsnh” is the Second Level Domain (SLD). Any additional reference is treated as a third or higher-level domain.

The legacy root, the most widely used list of TLDs which will actually map to IP numbers, is made up of 249 two-letter country code TLDs (ccTLDs), several three-letter generic TLDs (gTLDs) consisting of .com, .net, .org, .edu, .gov, .int, .mil, .biz, and .pro, and several four letter TLDs including .arpa, .info, .name, .aero, and .coop and.museum. The ccTLDs are primarily derived from the International Organization for Standards (IOS) Standard 3166 and include .ca for Canada and .us for the United States among others.

The new top-level domain names are also available. Over 1230 new Top-Level Domains (TLDs) have been delegated and added to the Internet's Root Zone. Millions of registrations of these domain names have been made.

Three Steps to Consider

First, all brand owners should consider the relevant new TLDs. There are innovative opportunities. For example, Nissan.cars allows alignment between the domain name and the brand name and is more intuitive then the past choices.

Second, consideration should be given to how the brand will be marketed in new TLD(s) and the timing. For example, should the brand be registered as a second level domain name? A new Internet strategy may need to be developed that focuses on specific new TLDs. Existing domain name portfolios may need to be rationalized.

Third, brand owners should monitor activities taking place in the marketplace. A brand owner should closely follow the activities of its competitors as sometimes, the use of a new TLD may lead to a competitive advantage.

Finally, a brand owner should monitor potential brand abuse. It is no longer economic to implement a defensive blocking strategy for all TLDs and the emphasis must be given to specific domains and monitoring activities. Consideration should also be given to the dispute resolution procedures that can be used in the event of cybersquatting.

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.