The DNS is a hierarchical distributed database, the root level is called “the root” which is operated by ICANN, the Internet Corporation for Assigned Names and Numbers.

The DNS is the backbone of the Internet without it, the Internet would simply not function.

Let me give you a basic explanation without going into too many details. WABNITZ: Yes, you are right Lars, the DNS is a complex infrastructure. There are many more use cases out there for the DNS: The following example demonstrates this: if you want to visit the homepage of eco you just type into your browser instead of currently 178.77.101.60 or even much more complicated number-letter combinations with IPv6. You usually know the name of a person, but perhaps not his mobile number, so you use your phonebook. DOTMAGAZINE: Can you explain the idea of the DNS in a few words? SVEN-HOLGER WABNITZ: You can compare the DNS with a phonebook and yellow pages, in which names of people and companies are mapped to telephone numbers, resources and services. eco’s Lars Steffen spoke to DNS pioneer Sven-Holger Wabnitz on behalf of dotmagazine about findability, security and brands in the DNS.

Understanding the opportunities that the Domain Name System offers is central to a strong online brand. But taking a look at the deeper infrastructure has enormous benefits for not only brand identity, but also for brand protection. When companies develop an online presence, the first marketing thought is often website design.

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