Why it matters
A brand name drives domain choice. The best fit is a domain that matches the brand exactly, since customers who type the name should land on your site. If the exact name is taken, buyers often compare a different name against buying the domain. Trademark law gives rights to a name only for the goods and services where it is used. A common mistake is picking a brand first and checking the domain later. Check domain, trademark and social handles together. A weak domain match can raise marketing costs for years.
Source: uspto.gov
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