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What You Need to Protect Your Brand In A New gTLD World

By David K. Mitnick

For nearly a decade the organization that runs the main root zone of the Internet, the International Corporation for Assigned Names and Numbers (ICANN), has been working on a plan to expand the Internet. (See my article in the July 2013 issue of Internet Law & Strategy, “The Great Internet Land Rush.”) That process is underway right now, and the expansion will be taking place in just a few months as a slew of top level domains like .nyc, .apple, .citi, .green, .apple, .app, .llc, .club and hundreds more will be going live in the next few months.

In order to deal with this expanding Internet, brand owners need to understand how to use a variety of tools to handle the different brand protection and legal challenges that will be presented. For brand owners looking at the New gTLD space, formulating a trademark protection strategy should be viewed as an important tool on an entire tool belt of protection strategies that together can be used as a comprehensive plan.

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