Online marketers could find a generic domain name useful in helping to establish a brand online, it has been claimed.

The suggestion comes from IPTVdomains, which is looking to sell a number of generic online locations suited to the set-top box industry.

Such domains are being sold via domain retailer Sedo, with a 30-day limit on availability.

Dan Brown, president and chief executive officer of IPTVdomains, says: “Generic domain names and web addresses are incredible brand assets.

“These premium names not only solidify a company’s brand identity, but they also serve to capture targeted, highly qualified web traffic.”

A generic domain name could also prove easier to defend against claims of trademark infringement, in light of a recent ruling by UK domains registry Nominet.

The organisation’s dispute resolution service ruled in favour of the current registrant of maestro.co.uk despite an appeal by payments processor Maestro.

While the financial services provider sought control of the domain, the fact that it has a dictionary definition relating to musical prowess cast sufficient doubt on whether it infringed the company’s trademark for the case to be found in favour of the current registrant.