Strategy with new gTlds

Every week since January of this year new top level domain names are launched. For companies this is very relevant. At the conception of a new trademark or product the domain name is frequently already taken. In this case a clothing store wanted to start under the name ALEX. However, the url ALEX.NL was no longer available, since it was owned by a bank. ALEXFASHION.NL was available, but for obvious reasons this domain name is not optimal.

In cases like this the new gTlds may provide an outcome. More extensions are available and some are very relevant for businesses, for example: .ACCOUNTANTS, .FINANCE, .FITNESS, .GIFTS, .MARKETING, .MEDIA, .PRESS, .RESTAURANT and .WEBSITE.

Apart from the registration of the name of the company it is advisable to register the url for the most important trademarks and search words as well. Names that consist of only a few letters, such as ING or KLM are usually gone first.

We therefore advise to register the most important names during the Sunrise phase. It is important to have a strategy on what should and what should not be registered, though. The number of top level domain names is very large which means a choice need to be made.


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MENTOS has been selling chewing gum under the name MENTOS PURE FRESH for several years. In order to protect her rights MENTOS has registered the following trademarks: the logo MENTOS PURE FRESH, the logo MENTOS PURE FRESH 3 and a figurative depiction of the word PURE. Defendant sells chewing gum under the trademark DENTYNE PURE and has registered its logo as a trademark. Infringement or not?
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