How should brands manage infringement in a world of many top level domain names? Brandshield suggests taking a common sense approach.
Brands face new challenges in a world of many new top level domain name options. Brand protection company BrandShield, spun-off from a registrar in 2013, recommends that companies focus on infringement that really matters.
In 2000, Yoav Keren and two colleagues launched a registrar reseller based in Israel called Domain The Net. Keren was a senior advisor in the Israeli government at the time, and their research revealed untapped marketplace opportunity.
The partners became an ICANN-accredited registrar the following year, and began building their domain management department. Keren says he realized as early as 2001 that there was a market for smart brand monitoring and analysis services and, in 2003, domain management became a separate, dedicated department at Domain The Net.
“The need for online brand protection solutions has evolved during the years,” said Keren. “We noticed the first problems back in 2001 when we started. But things became more and more complicated.” Click here to continue reading…
There’s been a lot of chatter lately about the .Sucks domain name and how brands feel like they’re being coerced into paying big bucks to protect themselves. At the same time, a lot of these companies 
I’m not a fan of .sucks business model. I’m not a fan of charging big brands a premium to protect their brands with the veiled threat of someone creating a gripe site against the company.
