Should we apply to obtain a new gTLD?
01 September 2008
I'm an in-house trade mark counsel for a famous brand and we are thinking about applying for a new gTLD. What issues do we need to consider and should we make an application?
The domain name registrar
First take a strategic view of the benefits. Research your customers and shareholders, your distributors and employees even perhaps the media to discover the importance of factors such as:
First mover advantage: are you expected to be at the forefront of the next internet revolution?
Locking out infringers: if you own a gTLD in the name of your brand and make the rules for the registry, carefully controlling who can register, will you see a reduction in online fraud? Will phishers be driven elsewhere and your e-commerce operation flourish?
Prioritisation in the search engines: will operating a gTLD in the name of your brand always get you to the top of the search engines? Will it promote direct navigation with clients typing, for example, .yourbrand straight into a browser and finding you immediately?
Enhancing your global registrations: with your own gTLD, should you care about ccTLD registrations other than...
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