PRWeekUS.com recently published an article around the steps brands need to take to ensure that their nTLD(s) are successful in the marketplace.

While some bystanders may be skeptical of the actual consumer demand for these nTLDs, the article addresses these concerns with a quote from Brad Smith, director of global media affairs, Internet Corporation for Assigned Names and Numbers (ICANN): ”innovation can precede demand.”

To illustrate the future value of nTLDs, author Chris Daniels identifies three strategic benefits the nTLDs asset can bring to consumers:

1.) Innovative Portals

“”Branded online identifiers will allow companies to create unique marketing campaign sites that should be more intuitively found online (Campaign.Brand),” says Jim Rogers, VP of marketing for Neustar, an enterprise services company, which was hired by New York City to manage its application for .nyc and market the domain to the public.

Rogers also sees opportunities for the creation of highly individualized websites by customer (CustomerName.Brand). ‘This is an exciting time where imagination and creativity will inspire many different approaches and models,” he adds.”

2.) New Communities

Daniels predicts that many generic nTLDs, such as .dog and .love, will serve as “communities” for the greater public interest. These nTLDs will connect and facilitate communication among audiences who share a similar interest.

3.) Branded Domains

Branded nTLDs, like .gap and .Honda, will not only protect the trademark rights of brands, but will also give consumers a quick access to more segmented browsing.

>> The full PRWeek article is available here.