New gTLDs launched: an opportunity (and threat) for brand owners

Generic top-level domains (gTLDs) appear to the right of the dot in a domain name. Historically, there were only a limited number available, with ‘.com’ being the most common. In 2011, the Internet Corporation for Names and Numbers (ICANN), which is charged with responsibility for developing the gTLD domain-name system, relaxed the system so that it became possible to incorporate brand names within a domain name, such as, for instance, ‘.walkermorris’. Further deregulation has followed. In particular, seven new gTLDs were launched on 26 November, a further seven on 3 December and a further seven on 10 December…

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