Insight into international brands’ Chinese gTLD strategy

While the majority of applications for the new gTLDs have been in Latin characters, a number of brand owners have used to opportunity to apply for internationalised domain names (IDNs). And out of the 116 IDN applications, the majority of these - around 70 - are in Chinese. While many applicants have remained close-lipped, details about the motivations for applying are coming out – with trademark use a key component.

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