Many web developers focus on the use of generic domain names, that is a domain name that uses the generic description of the service or product offered. The benefits of using a generic domain are well documented, including an “exact match” bonus in ranking in the SERPs for the keyword in Google and Bing, and an increase in the click through rate in both SERPs and pay per click advertising.
However, there is a cost to the use of generic domains. In monetary terms with quality generics regularly fetching five and even six figure sums on the reseller market which could otherwise be used to market a domain. In marketing brand retention falls and brand protection becomes difficult, as Hotels.com found when they took their trademark application (warning, pdf link) all the way to the US Court of Appeals and failed.
One company actively using brand domains is Treacle, who have been retailing mobile phone insurance online under the trademark TalkCover, and have recently launched GizCover, a retailer of gadget insurance. I’ll watch their development with interest.