Changing domain name cannot be prevented especially when your internet marketing business is growing. Growth means change. So, when a circumstance calls for it, such as the changing of your brand, there’s a need to also change your domain name to carry the new brand you have.
The process of changing is not difficult if you are not concerned of the traffic and links. When you change your domain name, you will lose everything–your page rank, your search engine result page ranking, your traffic, and the links that are pointing to your site.
This problem, however, can be minimized if not totally prevented. Parking your new domain name at the same DNS would lead the visitors to your website. But simply parking your new domain poses a problem on the part of search engine spiders. They would be confused which of the domains (the new or old one) should be crawled and indexed. The most likely to happen is that it would be the old domain name that can be recognized by the spider. Aside from that, the visitors of your website would also get confused of your brand.
The ideal solution for this is employing 301-redirect for your website at the server level, from old to the new domain name. 301-redirect tells the search engine spiders directly that the old has permanently moved to the new domain. It will take two to three months before the spiders would understand that you have indeed moved everything to the new domain.