Owning a Piece of the Internet

Sandvik AB, a Swedish multinational engineering company with world-leading positions in industrial metal cutting, the mining and construction industries and advanced materials technology and industrial heating.

Sandvik was founded in 1862 and has today over 40,000 employees around the world.

“Sandvik applied for its own extension—.Sandvik,” says Charlotte Falck, head of Group Trademarks and Brand Related IP. “We actually applied for three extensions. I don’t think it was clear in the beginning why we actually should register, because it was so new. It was more or less for brand protection, but during the journey, we discovered during all the possibilities that you can have owning your own .BRAND. I mean, it equates to authority and I think it’s very very powerful to write HOME.SANDVIK as your corporate web page. You own actually a piece of the internet. It’s like going from renting a building to owning a building—you decide who you let in,” she continues. “CSC helped us through the activation process in a very progressive way. It was crucial to have them with us.”

“It’s very beneficial for us working with the trademark Exera and having EXERA.SANDVIK URL in our marketing communication. Exera is a fairly new trademark, and having both the name Sandvik and the name of the trademark upfront in our marketing proposal is really a door opener for us, and at the same time, it promotes the trademark.” says Global Marketing Communications Manager, BU Medical.