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I truly believe that research 
is an important part of modern branding.

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And it's important 
to focus on the right things.

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For my part, I advocate the importance 
of analysing the position of a brand

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or a key component of a brand 
among its competitors.

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Knowing and being aware of how, and by what

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we are recognised 
and perceived by our target groups,

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is key to all activities

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designed to build a relationship
between us as brand managers

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and our current 
and potential new customers.

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We worked with you in 2014 and 2017 
on the identification

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and competitive positioning of TLDs.

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We were interested 
in how key decision-makers in companies

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see and understand this area.

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And where do they see the .si domain

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in comparison to 
.com, .biz, .eu, .info, .org and .net.

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What we discovered 
in 2014 was the starting point

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for ARNES' domain work communications 
in the following years.

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And the 2017 results

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showed us how successful 
you have been in your communications.

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I have to admit 
that the results were quite fascinating.

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In three years, 
.si has overtaken .com in recognition

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and become the first choice 
among companies in Slovenia.

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The .si domain display
increased by 18% in 3 years.

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94% of decision-makers considered 
it a good fit for their business.

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Meanwhile, all other domains 
experienced a drop...

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We also measured 
the strength of domain visibility

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through key attributes and values.
The so-called perception index.

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This increased by 15% 
for .si over three years,

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and we were impressed to see

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that the perceptual power 
of .com decreased by 25% over that time.

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Top results! Really.

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We were delighted to see 
a substantial increase in perceptions,

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which identified .si 
as significantly more simple,

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accessible, reliable, fast and efficient.

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Decision-makers associated .si

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with a significantly 
higher level of accessibility,

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credited it with a significantly 
higher level of security and its power

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to highlight the domestic origin 
of products or services.

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Furthermore, we found

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that .si was significantly 
more 'in' in 2017,

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i.e. significantly more modern, 
than it was in 2014.

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All of this was the result 
of targeted and focused

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domain-specific communications 
sent by ARNES to the public.

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We must admit, 
what you did then was excellent!