A Time For Domain Strategy & Discipline, Part 2

Should Brands Create and Manage .BRAND Registries?

Conclusion

With more people than ever typing domain names directly into browser address bars and often guessing logical but non-communicated domain names, today’s Internet presents vast opportunities and significant obstacles. The necessary costs for trademark owners to protect their brands and consumers have grown substantially due to the volume of domain names that are added on a daily basis. This new TLD will be marketed to brand affiliates as an enforcement tool, but many companies will be understandably hesitant to take on a risky endeavor to curb infringement.

The purpose of a trademark is to protect the consumer. When trademarks are abused by cybersquatting, the resulting dilution hampers the ability of the trademark to do its job. It is therefore important for brand owners to discuss all opportunities that are presented to understand their risks and rewards. The dot-BRAND TLD may seem like a simple and beneficial solution, but it may require a substantial commitment of resources and the pay-off could be surprisingly low. This is an evolving and fast moving issue and we invite all brand owners, both those who have been approached about the possibility of a specialized TLD extension and those who would like to learn more about it, to feel free to contact us with comments or concerns.

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