Protecting Your Brand Through Registration of a Domain Name


Protecting Your Brand Through Registration of a Domain Name


Modern technology has enabled online presence of business entities with many organisation selling their products and services through online platforms. This has been achieved through domain names which define the brand of an enterprise as well as create its unique presence on the internet. Through a domain name consumers may directly connect with a business entity on its website. Domain names are therefore crucial institutional assets that contribute to an organisation’s brand identity. More than often, business entities register their trademarks and business names but fail to register their domain names which also form part of their brand. It is important that a business entity not only registers its trade mark but also its domain name so as to fully protect their business interests as well as operate successfully on the online platform.

What is a Domain name?

A domain name is a unique identity of an entity on the internet. Through a website an entity creates its presence online where different users may access it. A domain name is basically a part of the address of a website through which users may access and identify an entity on the internet. More precisely it helps users access the entity’s website or online platform. The complete address through which a person may access the website is called a Uniform Resource Locator (URL). The domain name forms part of the address and consists of a single word which is followed by a period and a short alphabetical indicator known as top-level domain. An example of a domain is where org is the top-level domain.

There are two types of domain names. These are domain names that finish with the initials of a country such as ke; uk among others and those that end with generic names. The first class of domain names is known as Country Code Top Level Domain (ccTLD) while the latter are known as Generic Top-Level Domains (gTLD). The creation, registration, and use of a domain name, along with the operation and maintenance of the website, generally involves an interlocking set of contracts among the owner, the domain name registrar, internet service providers, network operators, and the like. One may therefore enhance protection of their brand through registration of a domain name.

Why should you register your domain name?

An entity should register its domain name for the following reasons:

1. Branding strategy

Domain Names play an integral role in the overall branding strategy of an entity. This is because through it, consumers are able to easily identify an entity and connect online.

Domain names provide a unique identity on the internet which enables national and global recognition of the brand of an entity. Additionally, the Country Code Top Level Domain (ccTLD) provide an identity with distinct association to a specific country. For instance, a .KE domain name provides an identity that is a distinct association with Kenya.

2. Accessibility

Domain names promote e-commerce by creating online presence. Through a domain name customer are able to easily access the products and services of a business enterprise through online platform.

3. Security

By registering a domain name, a business enterprise protects its brand from cyber threats and crimes against its intellectual property. It creates a sense of ownership which gives right to the entity to enforce its rights against infringement of its intellectual property rights.

4. Visibility

Domain names improves the visibility of an entity to consumers. This is achieved through advertisement and promotion of its services and products through the internet. The internet reaches a wider range of customers and hence increasing the chances of the brand been known to many consumers.

5. Reduction of promotion and advertisement costs

Through the online platform, an entity is able to easily advertise and promotes its services and products. This reduced promotion and advertisement costs which would have been incurred through other means such as publication.


It is important that every business entity takes steps in ensuring that it fully maximise its brand’s potential. This can be achieved through registration of not only its trademarks but also its domain names. This way the entity shall secure its brand’s online presence and enhance its accessibility by a wide range of consumers. By registering its domain name, the entity protects its intellectual property rights and may enforce its rights as well as safeguard against abuse by other enterprises.