Re: The most you'd pay
No matter what you do you have to brand. Now if you brought a domain name but don't understand how it was branded you or want to change the brand concept to suit you are going to lose the traffic. I will give you an example. A national store chain Rag Shop was purchased by a company that didn't fully understand the branding. The new owners start phasing out items sold because they didn't understand the branding concept. Basically it was a full supply crafts and art store. So they pared down the art supplies. Rag Shops just went out of business due to the loss of customers who purchased art supplies.
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