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Should we apply to obtain a new gTLD?

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...

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