Branding Strategies Diverge: Volkswagen Ditches Specialized Domain as Latch Rebrands to Expand Reach
Sep/15/2023
Volkswagen Group of America is cancelling its unused specialized top-level domain name, .volkswagen, seven years after its initial allocation. This move echoes a similar decision by its Chinese subsidiary and other companies like CBS and Tiffany, sparking debate on the utility and value of brand-specific domain names. In contrast, San Francisco-based tech firm Latch is adopting a different branding approach. With a solid customer base and over $1 billion in funding, Latch is rebranding as Door.com to expand its market, planning to debut the new name in 2024. While Volkswagen and others are moving away from specialized digital real estate, Latch is betting on a broader brand identity to tap into new opportunities, showcasing the diverging trends in corporate branding strategies. Chart below shows selected gTLD domain names and their share on overall active domain names worldwide.
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