Winning the hearts and minds of brand owners and users: brand TLD registry strategies

When the Internet Corporation for Assigned Names and Numbers (ICANN) unveiled its plans to liberalise the generic name space in the summer of 2008, the decision met with much criticism. Several years and many ICANN meetings, insider discussions, conferences and webinars later, we are now at a point where, within the next two to three years, on average one new top-level domain (TLD) will be introduced per day.

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