History of Domain Names 

In the Beginning

     Topics relating to domain names are often in the news these days, whether it's another tale of instant riches through the sale of a simple .com domain (the story most quoted: the "business.com" sold for $7.5 million in late 1999) or breathless stories of cybersquatters and trademark disputes. 

     With over 27 million domain names registered to date, including well over 17 million names ending in .com , the market for registering domain names is roaring! A whole industry has
developed around the buying and selling of domain names, with its own rules and regulations, an eclectic cast of characters, and even its own con artists!

     If you are trying to run an online business, you'll need a domain name before people can take your company seriously. You can also use a domain name to make a statement, or simply to give yourself a unique id in cyberspace...

     These articles will explain what domain names are and why you should buy one, help you to choose the best names and select a good company to register those names with, teach you to you avoid the snares and traps of unscrupulous organizations... You'll get a unique view of the
domain name industry from the point of view of website owners, domain name sellers, registrars and domain name brokers.

     Let's start at the beginning and look at what a domain name is, and why your site needs one

What is a Domain Name?

     Imagine that everybody in the world used their Social Security number or their telephone number instead of their name... If names didn't exist, you'd be forced to invent them, or you'd never be able to identify your closest friends, let alone casual acquaintances you'd met only a couple of times!

     Domain names were invented to fill a similar need on the Internet. Most computers connected to the Internet are identified by a unique number called an IP address (for instance, IP addresses are neither intuitive (they don't correspond to a geographical location) nor easy to remember (you can prove that by glancing away from this page and then trying to quote the example IP address above!)

     If you type the IP address into the URL bar of your browser you will be taken to the web site it relates to. As well as being hard to remember, however, IP addresses are also FIXED (i.e. if you change web hosting companies you'll need to get a new IP address for your site).

     Domain names offer a more intuitive way to name and find a website. Each domain name replaces a string of meaningless numbers (an IP address) with a simple word or expression. That's the theory - in practice, domain names can be pretty obscure too.

The Structure of a Domain Name

Let's look in more detail at a domain name, using this site's domain name as an example. This site's domain name is domainphil.com - you can check this easily by looking at in the URL or location bar of your browser. 

.com is the top domain under which my domain name is registered.

     There are heaps of different top domains out there, from commercial (.com) through to non-profit (.org) and even country-specific top domains such as France (.fr) and Italy (.it). Every domain name is registered under a top domain of some kind. The top domain is often known as the domain extension - these are the same thing, so don't get mixed up!

     Don't be caught out: .com is pronounced "dot-com". Other international domains, such as .net or .org are pronounced "dot-net" and "dot-org" respectively. Country-specific domain names, on the other hand, tend to get spelled out. .jp is pronounced "dot-jay-pee" for instance.

domainphil is the sub-domain of my domain name. This is the part of the domain name that I was able to choose - I made it up when I registered a domain name.

     The top domain and sub-domain together make up what people call a domain name. If you asked me what my site's domain was, I would reply "domainphil.com"

     One of the best things about domain names is that they are unique. I can relax in the knowledge that there is nobody else out there who owns the domain name "domainphil.com". This is because all domain names are recorded in a central database, and each record in the database must be unique. This is also what makes some domain names quite valuable (we will talk more about this later)

     Always remember that when we talk about "owning" a domain name, we are really talking about the exclusive right to use that name. It is not possible to own a domain name outright, and you will have to pay a periodic renewal fee to keep this "right to use" your domain name. Also, since you don't own the name itself, under certain circumstances a court can take your right to use a domain name away from you. 

     Like it or hate it, this is the way the whole domain name system has been set up, and run for over 10 years. So you are going to have to accept this rather strange way of working
with domain names. 

     Here are a few examples of domain names that you may already be familiar with. They belong to well-known companies or organizations.


Some slightly technical stuff about Domain Names...

     We already talked about the "central database" for domain names a little earlier. Now this database is stored on several very large computers that are scattered around the world. The central database is maintained by a company called InterNIC.

     When you buy a domain name, your details (name, company name, address, etc.) are recorded in the database along with the domain name, the date that you purchased the name and the date you will be due to pay a "renewal fee" for the domain name. Depending on how and through which company you bought the name initially, you will own the right to use the name for between 1 year and 10 years before you have to pay this renewal fee (each company has slightly
different policies, so read the small print carefully when you register a domain name!)

      "Register" was in bold for a reason: when you buy a domain name, it is said that you are "registering" it (since in fact all your details are being registered, or recorded, in the central database). This is why the companies that let you buy domain names are called "registrars".

     This next part is the technical bit. You can skip down to the next box unless you are really keen to learn more about how the domain name system actually works.

     One thing you may well come across when registering a domain name is a request for information about the name servers you will be using.

     You remember we talked about domain names being a substitute for IP addresses? Well, there has to be somewhere where a computer can go to find out what IP address is associated with a particular domain name, since computers use IP addresses to locate data around the Internet. This association information between domain names and IP addresses is stored on a name server (or nameserver - both spellings are used!)

     Think of a website as a store set well back from a road, behind some trees. To find the store, you're going to need a sign. You can think of the domain name as that sign, and the IP address as the direction in which the sign is pointing. If the workmen who were hired to put up the sign don't know where the store is, they will leave the sign pointing in a random direction. This is similar to why many domain names do not seem to lead anywhere: they do not have a particular IP address associated with them.

     Now think of the name servers as foremen who tell the workmen in which direction to point the sign. Once the sign is pointed in the specified direction, it will not be moved unless the workmen give new instructions. Each name server is responsible for maintaining the master record of the information associated with certain domain names.

     A domain name record requires two name servers: a primary name server (also known as a domain name server, or DNS for short) and a secondary name server. Name servers are scattered all over the Internet - there are thousands of them - and each one passes on requests for information ("where's the store?") until it reaches the primary name server, which replies ("it's over there... see, where that sign is pointing to") and maps the domain name to the IP address, letting your computer find the right website. If the primary name server is not accessible (broken, switched off, behind a slow connection, etc.) then the request for information will be sent to the secondary name server.

     In practice, things are more complicated than the simplistic picture painted above. For instance, many name servers cache information about commonly requested mappings between domain names and IP addresses (= record that information locally so that it can be reused again for later requests). This is why, when you change the information on a particular domain name, such as the IP address it points at, it can take several days for people all over the Internet to
find your site at its new address (since the information cached on their local name servers is out of date, and takes a while to get refreshed). This is know as propagating new domain name

     Most domain name registrars (companies selling domain names) will set up your new domain name on their name servers, at least until you want to "move" it somewhere else. If you move a domain name, you are basically transferring the right to maintain the association between that domain name and its IP address to a different name server. This is often necessary, for instance, when changing web hosting companies. Again, the technical support staff at your web hosting company should be able to help you on this issue in more detail.

You're safe! This is the end of the techical bit!

     It's time to move on and look at the characteristics of a domain name...

Domain Name Characteristics

     A domain name can contain the numbers 0-9, the letters a-z and the hyphen character ("-"). Note however that domain names cannot begin or end with a hyphen. You can use UPPERCASE or lowercase letters when registering a domain name, but you may occasionally run into problems if you mix cASes, depending on the exact configuration of the web server that will be hosting your website.

     The easiest way to make sure your domain name will not cause you any problems later is to register it using all lowercase letters.

     A domain name can contain up to 67 characters, although some domain registrars have still not reconfigured their services to accommodate these longer domain names (domain names used to be limited to 26 characters until mid-1999)

     This 67 character limit includes the "." (dot) and the top level domain. So in the case of a ".com" name, for instance, you'll be able to specify up to 63 characters yourself.

     Some top domains from specific countries have additional limitations on length and on the number of characters in a domain. Some even specify a minimum length for a domain name, such as 3 characters or more. This site is designed to give you an introduction to the
subject - for the specific rules of each of the over 200 top-level domains, you'll have to read the small print when you register a domain.  Browse the library to see the different country code TLD's and know where to register them. 

     DID YOU KNOW? You can include two consecutive hyphens in a domain name ("--") although you should consider that this will make it MUCH harder for people to remember/type your
name correctly into their browsers.

     One final proviso: many domain name registries forbid domain names that contain any of the so-called 7 "taboo" words that are banned on US network television. I am not going to list these here, but most have to do with sexual or bodily functions. If one of these words shows up in a domain name the name will be automatically rejected. Some adventurous registries are allowing such names to be registered - you'll just have to experiment if you are inclined to go after this kind of name.

     It's time to move on and dispel some of the most common misconceptions about domain names...

Common misconceptions about Domain Names

     There is a lot of information about domain names in the Domain FAQ including in-depth coverage of what you can and cannot do with domain names. This page is designed to supplement rather than replace the FAQ, and you should always turn to the FAQ for more information. That said, here are some of the most common misconceptions about domain names.

1. So when I register a domain name I then own the name?
     No, you own the right to use the name for a defined period of time, often 1 or 2 years in the first instance. You will have to pay a renewal fee after your initial registration period expires, or face losing control of the domain name. You do not automatically have the right to keep the name forever, although in practice as long as you keep on paying for the name and it does not infringe on somebody's trademark or service mark, it is essentially yours to do what you want with.

2. Do I have to be a US company or resident to register a domain name?
No, Anyone can register a domain name under any of the .com, .net or .org top domains. You don't have to be a US citizen or resident, and you don't have to be registering on behalf of a company either.

     Some countries impose additional rules on people trying to register domain names under that country's top level domain, for instance that you are only allowed to register one domain name, or that only registered companies can purchase domain names.

If I had to single out the most common misconception of all, I would have to say it's this: "My domain name will make me RICH!" 

     This is nonsense. Sure, some domain names have sold for very large sums of money, and a few have changed hands for over $1 million, but I estimate over 99% of names offered for sale never find a buyer (you just have to look on eBay or Yahoo! Auctions to see hundreds of examples of unsold names)

     This is the reality that most domain name owners refuse to face up to: unless a domain name is truly exceptional or otherwise desirable, it simply will not sell. At the same time, most domain name owners place totally unrealistic prices on their domain names - this encourages the PERCEPTION that all domain names are valuable - but the names are FAILING TO SELL at the prices they are asking! THINK ABOUT THIS! 

3. Do I need a website to own a domain name?
No, you can reserve a domain name even if you don't have a website (this is known as domain parking). Later, if you build a website, you can "move" your domain name to the company that is hosting your website.

4. When I register a domain name, do I get a website too?
No, you do not usually get a website along with your domain name. Some domain registrars offer web hosting as an optional extra service, but you don't need to host with your registrar even if you do. The beauty of the domain name system is that you can use the name you registered with just about any web hosting company you like!

     It's time to look at some of the most common kinds of domain name...

Different kinds of Domain Name

     There are many different types of domain name. By far the most popular (and hence "valuable" if you are considering registering domain names as an investment) is a domain name ending in .com. These dot-com domain names are used by the vast majority of large companies, who have been spending hundreds of millions of dollars on branding the "dot-com" top domain in the minds of web users worldwide. In fact, .com names are so widespread that many people don't know other domain extensions exist! .com domains can be freely bought or sold by anyone.

     Two other international top domains, .net and .org, are becoming increasingly popular. .net is officially reserved for network associations such as ISPs, but in practice anyone can register a .net name. .org is supposed to be for non-profit organizations, but again this rule is not enforced and anyone can buy .org names. You should think of .net and .org names as distant cousins to the almighty .com, less desirable certainly but not unbearably so. Anyone can register .net and .org domain names.

     Most countries now have their own top domains, such as .uk for the UK or .fr for France. The rules for buying domain names under each country top domain vary from country to country; always check before you buy!

     Some countries have essentially sold their cyber-rights to enterprising entrepreneurs. For instance, anyone can pick up a .to domain name (Tonga) or a .cc domain name (Cocos (Keeling) Islands) and most people are not even aware that these were intended to be country-level top domains in the first place!

     Some companies are selling sub-domains of memorable domain names. For instance, you can buy a sub-domain of .uk.com if you could not get the .uk domain name you wanted. These are NOT official, internationally sanctioned top domains, just companies essentially chopping up their own domain names into smaller pieces.

     You may have read about plans for several new top domains. These have been on the drawing board for at least 3 years (as of early 2000) and although the implementation of these 3 to 20 new top domains is getting closer, they still don't exist yet. 

     Therefore, don't be fooled by companies claiming to be able to sell you domains under these new top domains (.web, .firm, .rec etc.) already... they are selling you the POTENTIAL that maybe you'll be able to reserve the name one day, IF the top domain gets created and IF that company is chosen as a main registrar and IF they beat all the other new registrars and manage to register your pre-reserved name first.

     Far too many IFs for my liking; better to save your money and wait until the new top domains are official! 

     The choice of which top domain to register your domain name under depends on availability, on the impression you want to give, and on the reason why you are registering a domain name. Country-level top domains are often firmly associated with that particular country, so if you are working in an international company or organization, you're better off buying a .com name. However, over 17,000,000 .com names have already been registered, so supply is very tight and you may have to compromise with a .net name. If you do business in one country but you also want to appear as international as possible, reserve both the .com and country-level top domain versions of your new domain name.

     If you are buying domain names as an investment and you are VERY confident that the name you have chosen is valuable, it can be worthwhile securing the .com, .net and .org forms of the domain name. That way, nobody can "undercut" you when you come to sell the name by offering a different extension cheaper. The downside, of course, is that you'll be paying 3x the registration fee! 

      You can follow the same approach to secure your company or brand name against people trying to cash in on its popularity. 

 Time to look at what you can do with your domain name...

     There are many uses for domain names, both active and passive.

1. Domain names can be used to establish a unique identity in cyberspace
Companies often choose a domain name that corresponds to their company name. For instance, IBM's web site is at ibm.com and Microsoft is at microsoft.com.

     People who register domain names that are or contain common trademarks belonging to other companies are known as cybersquatters. BEWARE: there are more and more cases of large companies winning back the rights to "their" domain names - and in some cases cybersquatters have faced very hefty fines (US law currently provides for up to $100,000 in
damages if a cybersquatter is found liable of deliberately infringing a trademark) 

2. Generic domain names are popular

A generic domain name is one that would not immediately be associated with a company, but instead is a name that defines an entire category of business. Some examples of generic names
include books.com, music.com and art.com. Companies have gone on to create successful brands based on a generic domain name, and these names tend to be very valuable if the word is a common one.

3. Domain names can be resold, leased and bartered

As well as being used to identify a website, domain names can be resold to other companies or people, leased or even bartered for other names or for goods or services. A whole industry has sprung up around the resale of domain names, with domain brokers acting as middlemen in the sales process. The profits from a successful sale can be enormous compared to the original value of the name, since some domains have sold for over $1 million - and cost under $35 to register!

     However, there are many more sellers than buyers, and the market for domain names is still relatively immature, making it difficult to locate a potential purchaser for a given domain names. There are also too few quality names, so that they often get buried in a mass of worthless listings on domain brokerage sites. If you want to dabble with making money from domain names, go ahead and speculate... but don't expect a quick return unless you have picked some exceptionally good names! THE MAJORITY OF DOMAIN

4. Domain names can be used to give yourself a unique, permanent email address

Many companies will set you up with email forwarding, where messages sent to @yourdomain.com will be redirected to your
existing mailbox as provided by your ISP. This lets you choose a truly unique email address and keep the same email address regardless of which ISP you use to access the Internet.

5. Domain names can be used to improve a site's ranking in certain search engines

Although the rules by which search engines "rank" sites when returning search results change often, some search engines have recently been favouring sites with their own domain names over sites that do not have a domain name of their own. Some search engines even give increased relevancy to domain names that contain "keywords" that people search for. For example, a search engine might rate a site with the domain name "freestuffguide.com" more highly than a site with the domain name "freebieguide.com" for the search "free stuff" since the former domain name contains the search terms being searched for.

     Time to finish this introduction with a look at why you should consider buying a domain name...

Why should I buy a Domain Name?

     There are many reasons to buy a domain name, and with the recent drop in prices, getting your own domain name is more affordable than ever.

1. Domain names build credibility on the Web

If you are trying to do business on the Web, a domain name is essential. It's like the difference between setting up a stall in the corner of a warehouse you share with dozens of other stores, and owning your own store. And with registrations for under $30 a year depending on the registrar, this is a very small price to pay for increased credibility in the eyes of potential customers.

     If your site is just a personal homepage set up for fun or as a hobby, you don't actually need a domain name. But you'll still find it easier to get your site noticed if you register one.

     Unlike the "real world", on the Web there is no such thing as a "prime location" in which to set up a store or business. No matter how small you are, a good domain name can put your business on an equal footing with Microsoft or AOL. That's the wonder of the Web: nobody knows if your site is run by a large team out of elegant offices, or by one person in a spare room or corner of the bedroom. Frankly, a business website without a domain name screams "small time operator!" 

     Domain names are being bought up at the rate of several thousand new registrations a day. However, it is still possible to find some nice names as long as you apply a little lateral thinking.  The longer you wait to register a name for yourself, the more limited your choice will become. Think of a domain name as an unavoidable cost of doing business online.

2. Domain names are portable

As we have already seen, a domain name is just like a sign pointing to your site. "It's over there" the sign says. You can move the underlying site (change web hosting services) and with a very minor technical adjustment (your new hosting service will help you) the domain name will point to your "new" site. This way, you are free to change hosting services to find a better deal, or if the service you are currently receiving is inadequate. The important thing is that none of your visitors' bookmarks will need to change, nor will the move break any links to your site! This is impossible without a domain name...

3. Domain names improve your promotion chances and therefore your site's "visibility" on the Web

As discussed earlier, domain names which include common keywords can improve a site's ranking in search results returned by major search engines. However, this is only the beginning of the benefits as far as web promotion is concerned. Many large Directories (sites listing or reviewing other sites) will not accept to list any site that does not have its own domain name. Yahoo! for example has a tendency to "favour" sites with their own domain name.

     There are various reasons for these policies, but for our purposes really doesn't matter WHY the search engines and directories are doing this - the fact is that they ARE! As the Web continues to grow at a breakneck pace, the situation is bound to get worse for sites that do not have their own domain names.

4. Domain names produce a feeling of professionalism

This topic goes hand-in-hand with the credibility produced by a domain name. Rightly or wrongly, there is a perception that sites hosted under their own domain names are more professional than other sites. This idea comes from two facts: all the major, famous sites have their own domain names... and there are a lot of junk sites hosted on free or ISP hosting services.

     Sadly, it really doesn't matter what you or I think about this, as a certain amount of prejudice has already built up against commercial sites without their own domain names... So while you CAN be successful with a free site or an ISP-hosted site, you can be MORE successful with your "own" site.

5. Domain names are memorable

Which of the following URLs is easier to remember:- 




     The top URL is where the PR2 website used to live before it was allocated its own domain name. After it was set up with a domain name, traffic to the site tripled in a short period of time. It was clear that people were remembering the URL and coming back to the site to visit.

      We've seen many reasons why domain names can be useful, so this seems like the ideal moment to move on to the other articles in  this
guide: Buying a Domain Name

In the beginning

When the first computers began connecting to each other over Wide Area Networks (WAN's), like the ARPANET in the 1960's, a form of identification was needed to properly access the various systems. At first the networks were composed of only a few computer systems associated with the U.S. Department of Defence and other institutions. As the number of connections grew, a more effective system was needed to regulate and maintain the domain paths throughout the network.

     In 1972 the U.S. Defence Information Systems Agency created the Internet Assigned Numbers Authority (IANA). IANA was responsible for assigning unique 'addresses' to each computer connected to the Internet. By 1973, the Internet Protocol or IP addressing system became the standard by which all networked computers could be located.

     The new Internet continued to grow throughout the 70's with the creation of electronic mail (e-mail) and newsgroups.

Problem? Name it.

     Greater numbers of users networking with each other created a demand for a more simple and easy-to-remember system than the bulky and often confusing IP system of long, cumbersome strings of numbers. This demand was answered by researchers and technicians at the University of Wisconsin who developed the first 'name server' in 1984. With the new name server, users were no longer required to know the exact path to other systems. And thus the birth of the current addressing system in use today.

     A year later the Domain Name System was implemented and the initial top-level domain names, including .com, .net, and .org, were introduced. Suddenly became

     The World Wide Web, InterNIC, and the public domain In 1990, the Internet exploded into commercial society and was followed a year later by the release of the World Wide Web by originator Tim Berners-Lee and CERN. The same year the first commercial service provider began operating and domain registration officially entered the public domain.

     Initially the registration of domain names was free, subsidized by the National Science Foundation through IANA, but by 1992 a new organization was needed to specifically handle the exponential increase in flow to the Internet. IANA and the NSF jointly created InterNIC, a quasi-governmental body mandated to organize and maintain the growing DNS registry and services.
     Overwhelming growth forced the NSF to stop subsidizing domain registrations in 1995. InterNIC, due to budget demands, began imposing a $100.00 fee for each two-year
registration. The next wave in the evolution of the DNS occurred in 1998 when the U.S. Department of Commerce published the 'White Paper'. This document outlined the transition of management of domain name systems to private
organizations, allowing for increased competition.

     ICANN and the spirit of the Internet That same year, the Internet Corporation for Assigned Names and Numbers (ICANN) was formed. This non-profit, private sector corporation formed by a broad coalition of the Internet's business, technical, and academic interests worldwide is recognized as the "global consensus entity to coordinate the technical management of the Internet's domain name system, the allocation of IP address space, the assignment of protocol parameters, and the management of the root server system."

     One of ICANN's primary concerns is to foster a greater spirit of competition within the domain registration industry. Where before there was only a single entity offering registration services, ICANN has now accredited a number of other companies to add to the global domain name database. This is called the Shared Registration System of which Registrars.comTM is a part of.

Names, names, and more names 

Today there is an estimated 27 million domain names registered, with forty thousand more registered every day. The Internet continues its unprecedented growth into the stratosphere and there is really no end in sight.  This growth only serves to underline the benefits of moving registration from government control to private sector control, benefits that are embedded within the spirit of the Internet itself: accessibility, freedom, competition.

     A domain name is an individual or a company's unique identity on the Internet. All servers connected to the Internet are identified by a unique number called an Internet Protocol
address (IP address), such as The Domain Naming System assigns unique names to the IP addresses since names are much easier to remember than numbers. A domain name usually appears in the form yourcompany.com. It can be used as a custom email address, such as sales@yourcompany.com  or as an a address on the World Wide Web, such as www.yourcompany.com.  Domain names actually operate much like phone numbers or street addresses.

     The firm Network Solutions (who manages the InterNIC) still has the monopoly of Top Level Domains registration. Ever since the process appeared at the beginning of the 1990's, these domains have been registered on a first come-first served basis, which lead to the actual situation: many prestigious domains, especially those ending in ".com", are already registered, so you shouldn't waste time to get yours !

     New suffixes such as ".web"or ".firm" are due to appear soon, to enable new domain names to be created. However, the prestige of the ".com" domains is still unchallenged, and studies show that the majority of Internet users instinctively turn to the ".com" suffix when looking for a name on the World Wide Web. Also, when you type for example "virtualnames" in recent web browsers, they take you to virtualnames.COM ! 

     An Internet Domain Name is now much more than a simple way to show you are "Internet concerned". A prestigious name has become a real mark of identity, representing you or your company on the most modern communication tool - the Internet. Some companies had to pay a lot of money to become the owners of prestigious generic domain names such as "television.com" or "wallstreet.org", or simply to buy "their name" back from someone who had created a domain name earlier. Rather than trying hard to find a good name, check if it's available, and then spend a lot to advertise it , some companies understand it might be a much safer communication strategy to buy a prestigious name representing them on the Internet.



As the Internet has grown so has the demand for descriptive and effective domain names. Companies scrambling to build an electronic presence have created an overwhelming surge
in domain name registrations. Today, an estimated 27 million names have been registered and thousands more are added every day.  Your name is important and you need to rely on a company who can get you started quickly and efficiently.  DomainPhil.Com is envisioned to provide you low cost great value domain registration services.  With superior customer service and a proven track record, we will help you make a name for yourself on the Internet.

     The Advent of a Global Domain System Internet use is growing quickly. FTP, e-mail, the World Wide Web: businesses are fast finding these tools indispensable in today's lightening-paced world of marketing and technology.  Although the payoff may sometimes seem uncertain, more and more companies are using the Internet and developing "websites" to sell and advertise their goods and services.

     Developing a website requires an address, or IP, for customers and visitors to locate the site. An IP address as a domain name identifies a company and its location in much the same way a telephone number defines a location. Unlike telephone numbers, however, the Internet does not have area codes to increase the number of times the same number or identifier can be used. Domain names then are registered on a first come, first served basis.

     Once a domain is successfully registered by a company, it is entered into the "Shared Registry System" by Registrars.com and the domain name then becomes accessible to Internet users worldwide.

     Because there can be only one registered owner of a domain name, the first of such businesses to register the domain will be the owner or holder of the name. Latecomers must
choose a different domain name.

Choosing a Domain Name

     A company's domain name is the front line of their electronic presence. Whether their image is stayed and secure, or new and cutting-edge, what a company chooses in a name will reflect greatly on the public's perception and reaction to their site. Start-up companies often choose abstract names to describe what they do and then turn that name into a logo that is marketable. In contrast, many companies that are already established in the "brick-and-mortar" world prefer to build on their already-visible and established name. Domain names made up of the traditional trade names of such a company have the added benefit of giving customers more ease of recognition, and this is especially important in the virtual village of some 300 million users that comprises the World Wide Web.

     Because a domain name identifies the electronic presence of a company, using a company's name or trademark is very important. Before adopting a domain name, a comprehensive review or study should be performed to determine whether your choice of name conflicts with any registered trademarks. If your intended market will extend beyond the U.S., you should also conduct an international search. 

Note: An international search should always be performed before any trademark is advertised internationally, such as on the Web.