This document discusses strategies for protecting brands with the launch of new generic top level domain names (ngTLDs). Over 1200 ngTLDs have been approved, expanding the possibilities for misusing brands online through cybersquatting, pharming, and diminishing brand value. The author recommends that brand owners inventory their trademarks, classify them by value, and develop strategies to manage their brands under the new internet domain name system. Control over online traffic and defensive strategies are now more difficult, so brands must take proactive steps to address risks from the large number of new top level domains.