Domenska imena u funkciji identiteta i komunikacije sa javnošću kompanija na internetu
Domain Name as a Function of Identity and Public Relations of Companies Operating on the Internet

Summary/Abstract: Internet presence and online reputation are important elements in the presentation and external communication of a company. This process begins by registering a domain name and an Internet domain. The company launches an extensive Internet campaign aiming to establish communication with global Internet users or specific target audiences and striving to provide quality content and establish quality public relations. This paper presents the creation of virtual identity of a company by means of the registration of the Internet domain. To this end, the attention is focused on the concept and role of the domain, with a brief overview of regulatory bodies in this field on the global and national levels. Special emphasis is placed on creating a solid and sounding domain name that should prove easy to remember and facilitate recognition and locating of the company as one of the entities in the Internet space. The paper also gives a brief overview of regulatory measures, rules and guidelines for the selection of domains (i.e. symbolic codes) to be used in the communication in the virtual environment. Certain examples given in the paper are used randomly with the aim of illustrating the content in the most appropriate manner. The most important conclusions on the ownership of Internet domains and domain names that are used to represent business operations of a company and its communication successfully, which were made at the Internet Domain Day Conference held in Belgrade in March 2015, are also presented in appropriate places in the paper.

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