When it comes to selecting a brand name, it should be chosen carefully. Why? Because it represents the entire company and products. Misunderstandings, ambiguities or overly complicated, unmemorable brand names should therefore be avoided. But there is another factor that is relevant, according to a study by the Indian Institute of Management (Udaipur), Wilfrid Laurier University, and Elon University.
As "ariyh.com" reports, the factor of whether the brand name is singular or plural plays a significant role. According to the study, in which almost 13,000 brands and mobile apps were analyzed, it was found that:
Consumers like plural brand names better than singular ones
In other words, brands such as Dunkin Donuts, Starbucks, Pampers, Sketchers and Dickies have a clear advantage.
Major brand names using plural names e.g. Snickers had in average a 12.3 % better brand attitude compared to brands with singular names e.g. American Express.
But why?
- When consumers see brand names in plural form, they are often perceived more as a single entity, but as part of something larger.
- The brands are seen more as a kind of coherent collective, similar as sports teams, for example. They indirectly suggest inclusivity and community.
- By suggesting they are part of a larger collective, consumers are more likely to build a more emotional relationship with plural brand names. The brand names appeal to a kind of camaraderie.
- According to research, people are more likely to remember brands in plural form.
How does this affect your domain strategy?
If we transfer these findings to the world of domains, one thing above all becomes clear: even if you only opt for the singular or plural variant of a brand name, you should definitely have both domain variants in your portfolio. Securing both the singular and plural versions of a domain name offers several advantages for brand owners. Especially when it comes to generic terms that also function as a brand. Here are some pro arguments for this strategy.
Pro Arguments for Securing Both Singular and Plural Generic Domain Names
1. Maximizes Traffic: Users may enter either version (singular or plural) when searching. Owning both ensures you capture all potential traffic.
2. Brand Consistency: It helps maintain a consistent brand image and user experience, as visitors are directed to the correct endpoint regardless of which version they use.
3. Protects Against Competitors: Prevents competitors from acquiring the alternate version and potentially capitalizing on your traffic or brand equity.
4. Enhances SEO: Both domains can contribute to a stronger overall web presence, as search engines may recognize the relatedness and authority of both versions.
5. Prevents Misuse: Securing both versions protects against malicious use, like phishing or distributing unauthorized content.
These examples show generic brands that do not have the singular and plural domain variants.
1. Car.com vs. Cars.com
2. Flight.com vs. Flights.com
3. Jets.com v. Jet.com
4. Loans.com vs. Loan.com
5. Cruise.com vs. Cruises.com
6. Furniture.co.uk vs. Furnitures.co.uk
7. Video.com vs. Videos.com
Companies Owning Both Singular and Plural Generic .com Names
While it's less common for companies to own both versions due to high costs and various market dynamics, some do invest in both to ensure brand control and traffic capture:
1. Hotels.com and Hotel.com
2. Apartment.com and Apartments.com
Securing both the singular and plural versions of generic domain names increases the likelihood of capturing a broader audience and ensures enhanced brand protection. This strategy minimizes confusion, enhances SEO, and protects against competitive threats. Given the substantial traffic and brand equity associated with generic domain names, the investment in both versions often proves valuable in the long run.