With DNS preparing for an overhaul, a company name that uses a top-level domain URL suffix may seem very quaint in a couple of years.

According to a Gartner Group study conducted earlier this month, marketing teams keen to add “.com” to a company’s name should first get input from their network managers. What seems like a catchy name today may become a liability in later registries, due to the evolving naming systems.

Gartner predicts that more than half of the companies whose names end in .com will operate under a different name within the next 24 months, and that 75 per cent will change their names within the next 36 months.