Their simplicity and the ease with which people are able to remember them make one-word branding names popular acquisitions for companies to use to brand their businesses. Although they might not be a perfect match for the particular products or services a company offers, using one-word domains as the focal point for a company’s brand has proven successful for some of the largest and most successful companies, such as Apple, Sony, Nike and, of course, Google.
A company using one word as its name can benefit from a branding strategy that promotes the qualities it wants associated with itself and its products or services. For example, even someone with only a general idea of the particular products sold by Nike probably associates the company with superior athletic performance and quality products. It accomplished with a branding strategy promoting the company as synonymous with world-class athletes and athletic competition.
As a result of the branding of the company, any product Nike produces, from clothing to its line of footwear, is automatically associated with the qualities people think of when they think of Nike. In fact, if the company came out with a product or service unlike anything it has produced in the past, the same qualities people associate with the company would go along with the new product. The brand, in the case of Nike, is how the market thinks of the company rather than perception of a particular product. This is the impact a one-word premium domain name can have when combined with an effective branding strategy.
Domains made up of one word are premium properties when the word matches a product or service. For example, “tires,” “haircut,” “lawyer” or other descriptive word offers a business the opportunity to create name recognition with consumers in the market for that particular product or service.
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