Register the domain name as early as possible. This is necessary since the precedent in the emerging law is that the first company to register the name is the one that takes ownership if it has a valid claim to ownership.
Use the potential of non-company brand names to help promote a product. For example, a 1998 traditional media campaign for British Midland used www.iflybritishmidland.com as a memorable address to help users find its site.
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