Protect Your Brand With New gTLD Strategies
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This document discusses how the introduction of new generic top level domains (ngTLDs) poses risks to brands by greatly expanding the number of possible domain name variations. With over 1200 ngTLDs in development, brand owners can no longer easily control online traffic or defend against misuse through a limited set of top-level suffixes. The document recommends that brand owners inventory their trademarks, assess their value, and develop strategies to manage brands across many new ngTLDs to mitigate risks like cybersquatting, phishing, and loss of goodwill.
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Protect Your Brand With New gTLD Strategies
- 1. Protecting your brand with strategies to address new generic top level domain names John H. Rees Callister Nebeker & McCullough © 2014, John H. Rees
- 2. Business succession and branding What is the connection?
- 3. Value of brand Coca Cola trademark $80.64 billion Microsoft trademark $65.17 billion Prepare for sale or transition
- 4. How to develop powerful brands Exposure Consistency (high quality) Control and protection
- 5. Websites are an important way to build a brand Who is not on the internet But also a way to lose control and diminish value of a brand
- 6. Domain names control access to websites They are addresses to content Not unlike a street address—they provide direction and location
- 11. Second level domain name Part of the domain name to the left of the dot (.) Examples: cnmlaw.com utah.gov ccfa.org delta.com amazon.com
- 12. Generic top level domain names Part of a domain name to the right of the dot (.) Examples: .com .net .info .biz
- 13. Typically second level domain names are brands or some variation of brands Examples tannerco for Tanner ubcutah for Utah Business Consultants cnmlaw for Callister Nebeker & McCullough
- 14. Until recently, matching a brand with a top level domain name was limited tannerco.com tannerco.net tannerco.biz tannerco.info Possible country codes, such as .eu for European Union
- 15. Two results of limited number of top level domain names 1. Controlling internet traffic using a brand was fairly limited 2. Defensively, the number of possible misuse of a brand was limited
- 16. What are new generic top level domain names (ngTLDs) Huge expansion of domain names to the right of the dot(.) Pandora’s box is open for business
- 17. 1930 applications for ngTLDs 428 ngTLDs have launched 1205 ngTLDs proceeding through the program This is the first of potentially many rounds Stats as of October 24, 2014
- 18. Examples of ngTLD that have launched • .business • .direct • .credit • .forsale • .restaurant • .network • .lawyer • .dentist • .market • .degree • .band • .xyz • .pizza
- 19. Geometric growth of ngTLDs 1.Ability to control internet traffic using brand is no longer limited 2. Defense strategies are much more challenging What is happening to your brand, and how is it being used online
- 20. What are the risks to your brand Cybersquatting, including typosquatting Pharming, spoofing, counterfeiting, and other fraudulent activity Loss of goodwill, including tarnishment
- 21. What’s a brand owner to do Inventory your brands, including federal trademark registration Classify them by value and importance to the business Develop a strategy for managing brands given the launch of the ngTLDs
- 22. Protecting your brand with strategies to address new generic top level domain names John H. Rees Callister Nebeker & McCullough © 2014, John H. Rees