Research & Methodology

BrandTax measures domain friction using proprietary data from 100,000+ companies, peer-reviewed cognitive science, and real-world industry case studies.

The six dimensions

• Brand-Domain Fit — how closely the domain matches the operating brand name.
• Recall & Navigation — whether customers who hear the name can find the site.
• Trust Perception — the credibility signal the domain sends.
• Operational Risk — misdirected email, typo traffic loss, and security exposure.
• Upgrade Pressure — the strategic and financial pressure to acquire a better domain later.
• Search Discovery — how the domain performs in search and AI-driven discovery.

Each domain receives a 0–100 BrandTax Score; lower means less friction. Namespace reports aggregate every claimant of a name to show who holds the strongest position.