‘Even if you don’t apply for your own TLD, it does not mean that you are defenceless against brand fraud,’ says Thomas Rickert, lawyer and Director of eco’s Names & Numbers Forum. ‘But it is important to be informed and to mind deadlines.’

The Internet Corporation of Assigned Names & Numbers (ICANN), which is responsible for assigning the new TLDs, has several policies and mechanisms in place that help companies protect their brand. One of them is the so-called Trademark Clearing House, created by ICANN, where brand owners can register their brand.

If you're interested in applying for your own gTLD and protecting your brand, you can find out more information over on the ICANN site dedicated to the New gTLD Program http://newgtlds.icann.org/en/.