1.0Digital Brand Services Bloghttps://www.cscdbs.com/blogDigital Brand Services Marketinghttps://www.cscdbs.com/blog/author/editor/rich600338<blockquote class="wp-embedded-content" data-secret="0SsvHUmAOH"><a href="https://www.cscdbs.com/blog/owning-a-piece-of-the-internet/">Owning a Piece of the Internet</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.cscdbs.com/blog/owning-a-piece-of-the-internet/embed/#?secret=0SsvHUmAOH" width="600" height="338" title="“Owning a Piece of the Internet” — Digital Brand Services Blog" data-secret="0SsvHUmAOH" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script> /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); //# sourceURL=https://www.cscdbs.com/blog/wp-includes/js/wp-embed.min.js </script> Sandvik applied for its own extension—.Sandvik,” says Charlotte Falck, head of Group Trademarks and Brand Related IP. “We actually applied for three extensions. I don’t think it was clear in the beginning why we actually should register, because it was so new. It was more or less for brand protection, but during the journey, we discovered during all the possibilities that you can have owning your own .BRAND. I mean, it equates to authority and I think it’s very very powerful to write HOME.SANDVIK as your corporate web page. You own actually a piece of the internet. It’s like going from renting a building to owning a building—you decide who you let in,” she continues. “CSC helped us through the activation process in a very progressive way. It was crucial to have them with us.https://www.cscdbs.com/blog/wp-content/uploads/2020/10/DBS_Sandvik_Blog-1024x536.jpg