This week, the Internet Corporation for Assigned Names and Numbers granted the city of London their own internet domain name. Starting in 2014, ‘.london’ will be used to differentiate London businesses and organizations from the United Kingdom’s ‘.co.uk’ domain. London will become one of the first cities to adopt its own internet domain name and it hopes to use this to its advantage. The addition of this new domain name acts as a way of expanding “London’s global brand” and helping the city’s industries associate themselves with the iconic metropolis.
As the internet becomes more important, it will continue to develop as a commercial tool for businesses. The city of London already has established itself as a strong brand through its identity as a commercial center for corporations and consumers, and will further this image by creating a strong internet presence. This point of difference will give London a significant advantage over other cities without such associations.
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