tomo.mortgage — BrandTax Friction Analysis

BrandTax Score: 40/100 — Moderate friction (lower is better)

Friction by dimension

• Brand-Domain Fit: 0/100
• Recall & Navigation: 0/100
• Trust Perception: 40/100
• Operational Risk: 53/100
• Upgrade Pressure: 28/100
• Search Discovery: 12/100

Strategic observation

tomo.mortgage carries moderate BrandTax. Operating on .mortgage instead of .com creates persistent recall friction. One structural advantage: the initial hard consonant benefits from what Lowrey et al. found — brand names beginning with hard plosive consonants (B.