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The Top Five Threats to Online Branding

by Alex Gutman  |  
April 29, 2014

The Internet is a vast and chaotic place—and getting more so as time marches on. This time around, the Domain Name System (DNS), which includes the recognizable .com, .net and .gov, will be adding more than 1,400 gTLDs (generic top-level domain names) to the mix. Those will be released gradually over the coming year.

Businesses that operate online need to be vigilant with the first wave of new gTLDs becoming available to the public for purchase. There will be a sharp increase in the amount of threats brands will face.

You can look at this as the Internet being reset.

Think about it. You might be worried and think that you'll have to not only register new domains, but you'll have to be alert around the clock to protect yourself from cyber pirates and the like. The places where your brand can be infringed upon are exponentially greater than it ever was.

The online threats your brand will face include the following.

1. Domain squatting

This type of squatting falls under the more general term cybersquatting. It is "registering, trafficking in, or using a domain name with bad faith intent to profit from the goodwill of a trademark belonging to someone else." There also will definitely be a sharp rise in the registration of domains that infringe on existing trademarks, which the squatters can sell back to the rightful owners for high profit.

2. Typo squatting

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Alex Gutman is a marketer and evangelist at Cooladata, a full stack behavioral analytics company. Its solution empowers marketers to see the complete user journey.

LinkedIn: Alex Gutman

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