Brands Facing Dot-Com Domain Identity Crisis

As Icann readies roll out, marketers and media outlets will spend millions

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Companies looking to protect their brand identity on the Internet from phishers and cybersquatters will soon be faced with a dot-com identity crisis.

Beginning as soon as April 23, Icann, the organization that manages the domain system on the Internet, will begin rolling out the first of more than 1,400 new top-level domains, names to the right of the dot. Hundreds of those will be generic names, like .shop, .buy, .baby, even .sucks; the rest will be brand, country or organization names.

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