EURid Insights presents: Customer Perception on TLD`s in Europe

At the beginning of 2019, 3,500 TLD buyers and Internet users in Europe were surveyed about their TLD brand perceptions. The findings were transposed into the Centrality-Distinctiveness (C-D) Mapping Methodology developed by Professors Niraj Dawar (Ivey Business School and Principal of the Brand Strategy Group Ltd.) and Charan Bagga (Haskayne School of Business). Within the Centrality-Distinctiveness (C-D) Mapping Methodology brands are positioned in a four-quadrant graph (Peripheral, Mainstream, Unconventional, Aspirational) based on their “centrality” and “distinctiveness”.

The report shows that well-established TLDs (such as .com) and ccTLDs (such as .de and .fr) which dominate the market are in the Aspirational quadrant. They tend to be the default choice users turn to when registering their domain names, accessing websites, and remembering website addresses. Although a relative newcomer, .eu already made it to the aspirational quadrant.

Consult the full Insights Report to learn more about the meaning of the four quadrants and how they apply to the domain name market.

Should any ccTLD manager wish to receive detailed information on their positioning in the map, we will be happy to liaise with the author of the study. Please note that the author will request a fee for this.