The new generic top level domains (gTLDs) are opening up countless opportunities for new domains and websites. However, these domains may come at a higher price. As the new gTLDs become available, registrars are paying thousands to millions of dollars for the highly desired domain name extensions and may need to charge a more costly registration price for these top level domains.
For example, Vox Populi Registry, Ltd. is planning to offer .SUCKS at the suggested retail price of $2,499 per year for each Sunrise premium domain name registration, which are for those trademarks registered in the Trademark Clearinghouse. So, if a company wants to protect their brand, they may have to consider paying this price of $2,499 in order to register .sucks in their own name to prevent the domain from being registered and inappropriately used by others. However, there are less expensive options that will be available after the Sunrise Period is over and if the domain is still available. Some of these options include a domain block for $199 per year or registering it as a regular domain name for the price of $249 per year. Unfortunately for many brand owners, the release of new gTLD extensions like .SUCKS may require them to reassess their portfolios to determine whether defensive registrations are a necessary investment that cannot be avoided, and instead of taking the chance to wait until after the Sunrise Period for other low cost options.
Regardless, it is imperative that companies take the time to re-evaluate their brand strategies to ensure that their valuable intellectual property rights are properly protected with these new gTLDs now becoming available. If you are unsure of what steps to take or need assistance in further protecting your brands, consult with one of our experienced domain name attorneys.