Three minutes with Alexander Kucherenko: Domain management best practices
Three minutes with Alexander Kucherenko: Domain management best practices
Welcome to Ilkari’s Three Minutes With series, where we speak with industry leaders about the strategies shaping digital brand management. Recently, Ilkari’s Marketing team sat down with Alexander Kucherenko, Business Development Manager at Ilkari, to discuss how he helps companies protect their brands online and manage their domains efficiently.
Educating and guiding customers
Marketing: Steve Jobs once said, “Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves.” Alexander, is this how you see your role at Ilkari?
Alexander:
“Absolutely. My focus is on keeping our customers happy by educating them on the tools and products that help secure their domains and protect their brand. By putting myself in the customer’s shoes, I can better understand their needs and help them discover the ‘hidden gems’ in their domain strategy. Honesty and speed are key values, and they guide my team’s approach every day.”
Common domain challenges
Marketing: What are the main challenges companies face with domain management?
Alexander:
“Two main issues often feed into each other. First, a lack of attention to domains—missing renewal emails, lost credentials, or incorrect handovers when staff change roles. It may sound surprising, but domains are a company’s most critical digital asset. When neglected, they can expire, get lost, or even be hijacked.
Second, fraud: someone may register your brand name under another top-level domain (TLD) to leverage your brand recognition and sell it back to you at a high cost.”
Protecting a global brand
Marketing: What issues arise when setting up a global brand online?
Alexander:
“Start-ups often start with a local TLD, thinking it’s sufficient. But once they target global markets, securing key TLDs early becomes crucial. Domains gain value over time, so the best strategy is to register all relevant TLDs as soon as possible.
The ideal solution is to seek guidance from experts with domain experience and develop a long-term relationship to protect your brand.”
Simple but essential practices
Marketing: What’s one of the simplest ways companies can protect their brand that is often overlooked?
Alexander:
“Pay attention to details. Know your brand, audience, competition, markets, and domain expiration dates. Track your domain credentials carefully. If resources are limited, delegate domain management internally or externally. Proper oversight prevents unnecessary risks to your brand and online identity.”
Managing multiple domains
Marketing: What challenges do companies face when registering multiple domains or managing a portfolio?
Alexander:
“Complexity grows with every new domain. Companies must manage availability, renewals, trademarks, DNS security, new TLDs, compliance, and brand protection. A clear strategy answers three key questions:
- Which domains to register
- Where to register them
- How to manage multiple accounts and renewal dates
This requires attention and dedicated resources, but it ensures consistent brand protection.”
Assessing domain vulnerabilities
Marketing: How can companies know where their domains are vulnerable?
Alexander:
“Vulnerability can mean different things: lack of brand protection, phishing, fraud, or even threats to personal reputation. To assess risks, companies should ask:
- How many domains are in the portfolio?
- How many generate revenue?
- How is revenue distributed across websites?
- How many branded or typo-domains exist?
- Is there consolidated data on expiration dates, costs, and registrars?
Understanding these factors allows you to implement a domain strategy that protects your brand effectively.”
Learn more about domain management strategies and brand protection at www.ilkari.tech/
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