Brand identity via URLs

We often secure URLs of our brand name, but what about our slogan or chief product/service? A prime example is Blackberry outshining RIM or rather Research in Motion. Sometimes spelling out or listing the name in its entirety is also beneficial compared to a shortened URL. With Google having a preference to rank websites that are the leaders in selected topics at the top of search results. It’s beneficial to also have a URL that depicts your authority on the topic at hand. It also sways the viewer to pick your site over another that has an ambiguous URL.