MarkMonitor Advises on New TLDs

• By Justin Lee, October 20, 2008

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October 20, 2008 -- (WEB HOST INDUSTRY REVIEW) -- Corporate identity protection provider MarkMonitor (www.markmonitor.com) announced on Monday it has released its Top Level Domain Advisory Services (www.markmonitor.com/topleveldomains/index.php) to assist brandholders in developing customized brand strategies in response to ICANN's (www.icann.org) recent expansion of top level domains.

In June, ICANN unanimously voted in the approval of new TLDs, expanding from the standard .com domains to include any string of letters including Asian, Arabic or other scripts not included in the modern English alphabet.

From as early as 2009, companies will be able to turn brand names into web addresses, providing significant business opportunities and risks to brandholders.

While some brandholders will be able to use this opportunity to strengthen and secure their brands online, others risk the chance of losing a "dot brand" if the brandholder does not proactively participate in the ICANN process.

Those companies who own trademarks that are identical or similar to trademarks owned by other entities or have a generic name are particularly at risk of losing their dot brand.

Some brandholders may even face increased cybersquatting in new TLDs that do not possess stringent eligibility requirements.

MarkMonitor Top Level Domain Advisory Services helps these brandholders throughout the entire ICANN process, whether they plan to acquire and operate a TLD or proactively defend their brands during the application process and beyond.

"It is very important for brandholders to create a customized strategy that suits their brands and takes best advantage of this change," says Frederick Felman, chief marketing officer of MarkMonitor. "whether the strategy involves offensive or defensive actions, or monitoring the top level domain applications during the objection period, it is imperative that businesses devise a plan to navigate this uncharted territory."

Offered within the company's Domain Advisory Services suite, MarkMonitor TLD Advisory Services include two essential services.

The first, TLD Acquisition and Management Services, provides customers with trained MarkMonitor consultants who assist them throughout the entire TLD process, encompassing the phases of strategy development, application submittal, implementation and launch, and ongoing operations and compliance monitoring.

The second, Brand Protection Strategies, helps brandholders monitor for and respond to potential threats against their brands before and after new top level domains are delegated.

During the application process, MarkMonitor helps identify and object to TLD applications that may pose a threat.

As new TLDs emerge, MarkMonitor guides customers on defensive domain registration strategies as well as technology solutions for detecting and responding to brand infringement.

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