Brandable Domain
A brandable domain is a domain name chosen primarily for its memorability, distinctiveness, and brand-building potential rather than for matching search keywords. Brandable domains are often invented words (e.g., Zillow, Etsy, Spotify), portmanteaus, or short phonetically pleasing combinations. Unlike [[exact-match-domain|exact-match domains (EMDs)]], brandable domains do not describe the product literally, giving companies flexibility to expand into multiple verticals. Marketplaces like Brandpa and BrandBucket specialize in curated brandable domains, and they often sell at a premium over generic keyword domains due to their versatility.
Example
When Airbnb launched, they chose the invented portmanteau 'Airbnb' over keyword domains like vacationrentals.com — the brandable name proved invaluable as the company expanded globally beyond its original U.S. focus.