Distinctive, memorable domain names can make a strong impression on customers and are legally strong trademarks, easier to protect against use by others than are generic or ordinary names. They make customers think, "That's clever," or "Gee, I wonder what that means?" A product or service name can be distinctive for a number of reasons, including:
•The name is coined (made up)—for example, flooz.com, datek.comor multex.com.
•The combination of words and letters in the name is so creative that no one else has come up with it—for example, think360.com for services using cutting-edge three-dimensional photographic techniques.
•The name carries a clever double meaning—for example, google.com is an online search site; google is a word used by mathematicians to describe numbers beyond the trillion range. Another example: Pangea, a bioinformation company, uses doubletwist.com for its domain name, suggesting the famous double-helix structure of DNA.
•Certain words in the name are completely arbitrary in the context of the underlying product or service, as in online retailer Amazon.com; rhino.com, the website of Rhino Records; fool.com, the site for the Motley Fool investment advice firm and dogpile.com for search services.
•The name as a whole cleverly suggests the product without describing it, as in lendingtree.com for loans, hungryminds.com for online education, magicaldesk.com for secretarial services, medscape.com for health services and bottomdollar.com for a shopping site.
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