Google Teaches Us About Brand Protection

Google recently announced that they’d be operating under a new parent company called Alphabet. What moves are they making to ensure that their new name is protected?

Last month Larry Page and Sergey Brin, CEO and Founder of Google, announced that they’d be leaving their duties at Google in order to head up a new parent company called Alphabet. Alphabet will stand as a parent company for Google and its many entities, while also managing other Google-related projects.

This change in the Google hierarchy makes it easier for each branch of the company to focus on specific projects. With Alphabet as its parent company, Google can focus more on the search engine and browser roots on which it was built.

One of the most exciting changes from all of this moving around is that Alphabet chose to place its online headquarters at Instead of sticking with a typical .com, Alphabet branched out and chose a new gTLD to house the new website.

Even though Alphabet already has the domain name they want, it didn’t stop them from registering additional domain names that may be related to their brand. For example, in the weeks following the announcement Alphabet registered just about every domain name that could be associated with the word Alphabet or the letters ABC.

It’s hard to know exactly the total sums of money Alphabet has spent registering the multiple domain names, but that number has to be pretty significant considering some of the sales so far:

  • – $3,800
  • – $4,500
  • – undisclosed, but experts speculate Google paid a high price for their domain
  • – $17,700
  • – undisclosed
  • – undisclosed

Note: Alphabet has registered several other ABC domain names, these are just some of the standouts.

So why would Alphabet register all these domains if they already have their address?

It’s all about brand protection. Since Alphabet now owns all of these closely-related names, they don’t have to worry about competitors or frustrated customers buying domain names that may be associated with their brand. When a domain name ends up in the wrong hands the results can be damaging to the company.

For example, Ted Cruz, a 2016 US Presidential candidate, failed to register The domain ended up in the wrong hands and the registrant built a site saying why people should support Obama’s Immigration Reform (the exact reform Cruz wants to overturn).

On the other hand, some have been successful in protecting their name. Taylor Swift bought the domain to make sure that no one else could register the domain and upload distasteful content about her. Many other celebrities and large brands have done the same in order to protect their names.

When you look at it that way, there’s no questioning why Alphabet is spending thousands of dollars to protect their name.

But even with Alphabet working hard to secure these domain names, they’ve failed to register two important ones:

  • – owned by BMW. At the time of writing, they have no intentions of selling the domain to Google.
  • – go check it out… That can’t make Google too happy.

Alphabet may be missing a couple of domains, but they’re on their way to successfully protecting their brand. See how you can create your own brand protection strategy here.

Check out how you can get started selling domain names by visiting!


(Visited 43 times, 1 visits today)

No Comments

Comments are closed.

Stop blending in with the rest of the crowd and start leaving your mark on the web