Realisation of brand identity: Internet domain names

The UK’s antitrust watchdog investigate Google plans prohibiting placement of third party “cookies” on its Chrome browser, a move that has angered some publishers and advertisers – Copyright AFP JIM WATSON

What’s in a name? Considerable sums is one answer, at least in the world of Internet addresses. The global domain market is expected to grow from $2.35 to $3.47 billion by 2032, driven by rising demand for strategic branding and the adoption of new technologies. A domain name is a string that identifies a realm of administrative autonomy, authority or control.

Some countries are leading the way. Anguilla and Tuvalu monetizing their country-code top-level domains (ccTLDs) such as .ai and .tv. As an example, the .ai domain brought $32 million (20 percent of government revenue) to Anguilla’s tiny Caribbean island of 15,000 residents.

Top five global d