Historical circumstances of branding before the digital age

When the moment comes to decide how and under which name the brand will communicate online, it is ideal to use the original brand name, but this is not always possible due to the availability of domains or usernames.

The ability to protect the original identity is often complicated if the name is already registered by other users. digital presence management they bring results even if the initial choice is not ideal.

Classification of domain types (what is actually what)

The domain system of the global Internet is organized into several categories, the most important of which are the following:

• Generic domains (gTLDs): These are extensions such as .com, .net, .org, and .info.
• Local (National) domains (ccTLDs): This group includes country-specific domains such as .rs or .srb (Serbia), .de (Germany), .uk (United Kingdom), .fr (France) and others.
• New generic domains (new gTLD): Since 2013, it has been possible to create new domains such as .shop, .app, .nyc, as well as brand domains such as .apple and .google.

The table presents the most common categories of domains:

Category	Examples	Key purpose
Generic (gTLD)	.com, .org, .net	Global business
National (ccTLD)	.rs, .uk, .fr	Representation of the region
New generic	.shop, .nyc, .apple	Specialized applications

Choosing the optimal domain for the brand

And now the difficult question: How to choose?

• Target audience: Is the brand oriented towards the international market or does it primarily operate within one country?
• Name Availability: What is the probability that the desired name is available on the chosen extension?
• Long-term strategy: Consideration of the brand's potential to expand into other markets in the future.
• Identity Protection: Buying multiple domains with different endings as a precaution.

Of course, he suggests that whenever possible, all relevant global and national domains are registered, to avoid problems with malicious registrations or potential name rights disputes.

When are global domains the optimal choice?

It is widely known that global domains, such as .com, are often chosen when there is an intention to recognize a brand beyond the borders of a single country.

• Recognition: .com is the most widely accepted extension on the Internet, which facilitates communication with international clients and partners.
• Universality: Generic domains do not carry any geographic restrictions, which makes it easier to expand your business to other markets.
• Reliability: Many users automatically recognize .com and associate it with already established organizations.

The table shows the key advantages of global domains:

Characteristic	Description
Prestige	A .com presence is often seen as the standard of business identity
Availability	Accessible from all locations, without geographic restrictions
Ease of memory	Easier to remember and type than some lesser known sequels

Generic domains are especially recommended for companies that plan to internationalize or have users around the world.

When is a national level domain a better choice?

National domains such as .rs or .srb have their advantages, especially when focus of the brand on the domestic market.

• Local connection: National domains reinforce the feeling of belonging to the market and attract local users more easily.
• Better search rankings: Domestic domains can be prioritized for local internet searches.
• Greater availability of names: Compared to a .com domain that often has a full database of names, national extensions often allow more choice.

The key reasons for choosing a national domain are:

• The trust of local consumers
• Clarity of communication with the target audience
• Avoidance of possible legal disputes

Also, national domains are suitable for companies that do not have ambitions to expand their operations beyond the borders of their country or want to emphasize their local identity.

TrueFalse Hosting is an authorized seller of the Serbian national domain .rs, so you can click here to check if it is available and buy a domain of your choice.

Why do some brands often ignore best practices?

In practice, it happens that companies do not apply all the recommended measures when choosing a domain.

• Lack of information: Many are not fully aware of the risks or the importance of protecting their online identity in a timely manner.
• Financial constraints: Homepage investment in buying more domains or usernames on different platforms may seem unnecessary.
• Insufficient strategic vision: Some firms enter digital business without a long-term plan, which can lead to complicated and expensive brand protection processes later on.

It is often the case that small additional costs and careful planning at the beginning prevent significant problems in the future.

Practical advice: It is recommended that companies invest in thorough digital identity protection right from the start, which includes the registration of relevant domains and usernames, regardless of the place or level of planned activity.

Examples of good practice on the Serbian market

Successful examples of careful domain selection and protection can also be found on the Serbian market.

Especially highlighted are the examples where local identity is emphasized by choosing the .rs domain, which is facilitated communication with domestic users, and at the same time enabled protection against unwanted registrations by third parties.

Using multiple domains and linking to all relevant social platforms is seen as an example of conscious digital presence management.

In short, the most successful brands in Serbia emphasize the importance of early planning and careful domain selection as a key step in building your digital identity.

Frequently asked questions