Some companies get it, many do not. The ones that do get it, also happen to own the Exact Match domain name to the company, product or service name they launch with.
The ones that do not seem to "get it" do all the work of "checking" for trademarks and such but fail to obtain the ever important exact match web address to the name.
Often times AFTER launch the company notices the mistake. This often in return raises the value of the exact match domain name due to the amount of traffic it is getting.
The site known as Facebook.com was once TheFacebook.com. $200K later, Facebook was able to drop THE.
Reebok® has just launched a new shoe called EasyTone. Reebok is running a great deal of TV ads to promote the shoe and I’m sure print ads but has failed to secure the exact match domain name for the shoe. The domain name is even for sale according to the current landing page!
EasyTone.com would not be considered by most an overly expensive domain name to purchase. Money talks if the current owner seems not likely to sell. My point it, it is very likely Reebok could of purchased EasyTone.com before launching the new product.
Reebok has used a method many companies do and use a category on their main domain name. Reebok.com/easytone
The one thing these companies fail to notice… people do not always remember that long name. People are use to seeing domain names. Adding words with / after is a bit more head scratching. Using sub-domains can be the same way.
It would be much easier for Reebok to use the domain name matching the shoes name EasyTone.com and simply use 301 redirection to reebok.com/easytone or simply build a minisite just for the EasyTone shoe.
Ryan R Young
I agree. I have noticed this before with other products. So I am assuming “Easy Tone” is not a registered trademark or Reebok could probably get it for no cost.