The domain name game – Protect your brand online

MarkMonitor The internet is currently going through one of the biggest changes since its inception, with a massive expansion of the Domain Name System (DNS). The introduction of hundreds of new generic top level domains (gTLDs) means the portion of domain names located to the right of the dot that we have all become accustomed to, such as .com, .net or .org, will now include far more consumer targeted names such as .luxury, .gift and .diamonds. So what impact will this gTLD revolution have on the nation’s jewellery brands? There’s no doubt that as the internet continues to evolve and expand the need for all brands to protect their digital presence has increased significantly. There is a greater risk to both the reputations and revenues of jewellery brands as the business impact of any brand abuse is instantaneous and sweeping. In the midst of such substantial changes, now is the time for businesses to focus on their overall brand protection strategies. As global online brand protection experts we have put together our top five tips to help brands prepare: 1. The new gTLD reality - As hundreds of new gTLDs come onto the market, companies need to decide whether to register, block, or police their brands in the new registries. Businesses should involve colleagues across the business to balance risks, opportunities and budget constraints in order to develop a strategy. 2. Rethinking Defence – No company can afford to register every key word in every new extension. Rather than acquiring traditional defensive registrations the expanded internet namespace needs to be monitored for brand abuse. Policies should be developed for detecting and mitigating domains that infringe on trademarks or steal a brand’s traffic. 3. Efficient Enforcement – Many luxury brands already use technology to fight against rogue e-commerce sites. It can uncover crucial data that charts the relationship between rogue websites, identifying entire networks of rogue sites rather than targeting them individually. This technology-centric strategy speeds up investigations and produces greater ROI from any litigation investments. 4. Prioritise Domain Security – Hackers and hacktivists are hijacking domains with more frequency, redirecting or taking down sites altogether. Domains are business critical assets therefore multiple layers of protection, including the highest possible security from the domain name registrar, should be adopted to maintain business continuity and brand reputation. 5. Social Media Savvy – Brandjackers take advantage of social media and mobile by impersonating brands. As both markets are fluid, a brand protection strategy should reflect this to stay ahead of brandjackers. A global monitoring strategy is required to head off brand issues on social sites in specific markets, such as China, which has fast become a hotbed for brand abuse. The new gTLDs will have the most profound effect on companies’ domain portfolios and their current brand protection strategies.