It is well-known that many companies that registered their dot-brands during the first stage of the new gTLD program couldn’t decide how to use them. As of today, the number of dot-brands abandoned by their owners has reached 78. Still, quite a few companies continue to manage their domains and use them, to varying degrees of success.
Which second-level domains (except for the popular nic) are registered in dot-brands? Most companies choose home, Domain Name Wire cites a research by MarkMonitor, which shows that 66 dot-brands have home.brand registered. However, this does not mean that the domain serves as the primary website, but, for example, it is true for Neustar that governs several large domain zones: home.neustar is its starting page.
Other second-level domains often registered in dot-brands include careers and jobs. This indicates that many companies regard their dot-brands as a way to attract new employees.
