With the internet set to expand through the introduction of approximately 1,000 new Generic Top-Level Domains (gTLDs) such as .baby, .attorney, and .art, companies must remain vigilant about protecting their brand identities online. These new gTLDs will create opportunities for domain parking, where third parties register domains containing popular brands or typos to profit from pay-per-click revenue. This practice can confuse consumers, divert web traffic, and damage the reputation of brands by linking them to counterfeit goods or competitive products.
To counteract these threats, businesses are encouraged to conduct domain audits to identify and prioritize potential vulnerabilities. This involves brainstorming all variations of their brand that might be valuable to domain parkers, categorizing domains into high, medium, and low priorities, and investigating the current ownership and use of these domains. With the help of legal counsel or domain administration services, companies can strategize to mitigate risks, acquire critical domains incrementally, and establish ongoing processes to monitor and protect their online presence effectively. By implementing these measures, businesses can safeguard their brands and maintain their integrity in an increasingly expansive digital landscape.
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Kelly McCarthy is a Partner in the Brand Integrity and Innovation Group. Kelly McCarthy advises clients on brand protection, trademark enforcement, and portfolio management, focusing on safeguarding trademarks for consumer products. Her expertise spans the beauty, personal care, wellness, sporting goods, and food and beverage industries. She represents a wide range of clients, from up-and-coming regional businesses to major global brands, tailoring her approach to meet the unique needs of each. Kelly’s practice emphasizes strategic solutions that protect and enhance her clients’ market presence and brand equity.
