ICANN's introduction of custom top-level domains (TLDs) like .brand or .store is a game-changer for ecommerce. This episode explains how businesses can strategically leverage these new TLDs for stronger branding and enhanced online presence, and crucially, how to protect their trademarks in this evolving digital landscape before it's too late.
Key takeaways
Proactively identify and strategically acquire relevant new TLDs that align with your brand to reinforce online identity and marketing efforts.
Implement robust trademark protection strategies, including participation in 'sunrise periods' for new TLDs, to safeguard your brand against cybersquatting and misuse.
Understand the ICANN application process and consider consulting with domain name and trademark specialists to navigate the complexities of new TLD acquisition and management.
Evaluate the potential impact of new TLDs on your SEO strategy, as these changes could influence search rankings and user behavior.
Integrate your domain name portfolio strategy into your overall digital marketing and intellectual property planning to maximize brand visibility and protection.
Themes
digital brandingdomain name strategyintellectual property protectioninternet governance
The range of possible domain names is about to greatly increase. That’s because ICANN, the authoritative body over Internet domain names, is about to add new top-level domains — the portion to the right of the period — to include brand names and other customized names. To explain these new top level domains to us, we are joined by Gretchen Olive. She’s director of policy and industry affairs for Corporation Service Company, which consults with companies on domain name and trademark matters. S...
Frequently asked about this episode
What does this episode say about digital branding?
Proactively identify and strategically acquire relevant new TLDs that align with your brand to reinforce online identity and marketing efforts.
What does this episode say about domain name strategy?
Implement robust trademark protection strategies, including participation in 'sunrise periods' for new TLDs, to safeguard your brand against cybersquatting and misuse.
What does this episode say about intellectual property protection?
Understand the ICANN application process and consider consulting with domain name and trademark specialists to navigate the complexities of new TLD acquisition and management.
What does this episode say about internet governance?
Evaluate the potential impact of new TLDs on your SEO strategy, as these changes could influence search rankings and user behavior.
What does this episode say about digital branding?
Integrate your domain name portfolio strategy into your overall digital marketing and intellectual property planning to maximize brand visibility and protection.
