ICANN is expected to issue (the organization that regulates the new issue) between twenty and one hundred new gTLDs. Perhaps the most important for brand owners to keep in mind: the new gTLD may be applied for in all languages and scripts are (including Japanese, Chinese, Arabic, Cyrillic, etc.). Trademark holders will be the first to obtain a gTLD. Since this is done on the basis of a trademark registration, it is important for brand owners to ensure that not only the major brands have been registered in our usualLatin script, but also in other scripts. The expectation is thatmany Asian and Arab organizations especially will claim new gTLDs. They may for example, claim, with the same priority, the domain name. SHOP (in Chinese). There must, however, be a valid trademark registration in Chinese writing. Therefore please check on time if your most important brands have been registered in the the portfolio or the most important brands are registered in the major scripts.