Re: [wg-c] breaking up (names) is hard to do

[Mikki Barry <ooblick@netpolicy.com>]

>The ability to choose an alternate name isn't the issue, nor is the ability
>register it or to place it in the DNS.  The issues are:
>
>1.  Having developed brand equity in a name means that changing it affects
>the company's market position, sometimes very, very adversely.  Nissan
>still hasn't recovered from the folly of their name change from Datsun.  At
>the least, the cost of such a change is very high for a well-established
>brand name.

This doesn't map to the DNS however since many companies have similar or
the same names.  Further, many individuals also share these same names.
Yet, there is only one .com.  Any entity that must change a name finds
itself with a very difficult problem.  Thus the need for more gTLDs.  More
gTLDs will assist those companies who have similar or same names, as well
as individuals in that they can register in an appropriate TLD to their
business or speech interests.

>
>2.  A well-established online company has their domain name buried in a
>large number of referencing web pages.  Change the domain name and there is
>a major update problem with no technical solution.

This can be addressed at the same time that the new gTLDs are brought in.