Every year, dozens of new domain extensions are introduced, with even more on the horizon. When you add those to the thousands of existing country code and generic domains, it’s easy to see how staying on top of it all, especially from a brand protection standpoint, is a serious challenge.
Registering every variation of your domain name isn’t typically feasible or budget-friendly. However, leaving gaps in your portfolio can give bad actors opportunities to divert traffic, send phishing emails, impersonate your brand, and exploit your reputation.
So how can a company protect its digital presence effectively?
In this article, we’ll explore practical steps and tools to help you stay ahead of new domain launches, secure priority access, block unwanted registrations of your brand name, and protect your trademarks across the internet.
What is a New Domain Launch?
In 2011, ICANN (the Internet Corporation for Assigned Names and Numbers) created the New gTLD Program, allowing organizations to apply for their own custom .brand TLDs or mission-driven domains like .new and .bank. While some of these domains are reserved for private use, others are still being released to the public gradually.
New domain extensions must go through structured launch phases before they’re fully open to the market. Understanding how these phases work gives your brand an advantage in securing desired domains early.
RELATED ARTICLE: Strategic Planning for the New gTLD Program
The Four Phases of New Domain Launches
Phase 1: Sunrise Phase
The Sunrise Phase gives trademark holders a head start. This period, which lasts at least 30 days, is reserved exclusively for brands that have registered their trademark with the Trademark Clearinghouse (TMCH). Participation requires a Signed Mark Data (SMD) file, which validates your trademark rights.
Phase 2: Community or Grandfathering Phase (Optional)
Some domain launches include a community or grandfathering phase. This grants early access to verified groups, such as music community members during the .music new domain launch, or existing registrants, such as when the Turkey’s .tr domain expanded its availability.
Phase 3: Early Access Phase
During Early Access, the domain opens to the general public at premium prices that decrease over time. Acting early in this phase improves your chances of securing high-value domains before they’re registered by other interested parties.
Phase 4: General Availability
At this stage, the domain becomes generally available on a first-come, first-served basis, with standard pricing and open registration.
Why Your Brand Needs the Trademark Clearinghouse (TMCH)
The Trademark Clearinghouse is a valuable tool for any organization looking to protect its online identity. Registering with the TMCH allows you to:
- Secure early access to new domain extensions during the Sunrise Phase
- Become eligible for domain blocking services like GlobalBlock, DPML Block, and AdultBlock
- Receive alerts when new domains using your trademark or similar terms are registered
If you’re not already registered with the TMCH, our team can guide you through the process. Speak to your dedicated account manager or contact us directly at +1.888.982.7940.
Filling in the Gaps with Domain Blocking
Instead of registering hundreds of domain variations, which is both impractical and expensive, domain blocking allows you to protect your brand name across multiple top-level domains without individual registrations. It works by making all domain names with your term or variants of it unavailable to others to register. The benefit of domain blocking is that you don’t have to worry about maintaining, redirecting, or renewing hundreds of domains individually, and you always have the option of unblocking any of the domains in the future if you decide to put them to use.
We offer several blocking services suited to your needs:
GlobalBlock
Covers a wide range of TLDs across various providers, including over a third of all domain options.
Staying Alert with Domain Monitoring
Even with blocks and defensive registrations in place, you still need full visibility into your brand’s presence online. Whether you have only a few domains registered or manage a large portfolio of protective registrations, our domain monitoring service can strengthen your defensive strategies.
Monitoring lets you track registrations that match or closely resemble your trademarks across global TLDs. With our Global Domain Name Watch, you’ll receive alerts covering over 99% of domain extensions worldwide. This proactive approach enables you to take action before abuse impacts your customers, employees, or business partners.
Protecting Your Brand in the Years of New Domain Launches Ahead
If you want to secure domain names in upcoming launches, prevent others from registering your trademark, or track how your brand appears online, we offer the solutions and expertise you need.
At 101domain, we help businesses build comprehensive brand protection strategies. From TMCH registration and domain blocking to proactive monitoring and tailored advice, everything you need is in one place.
We are renowned for our global reach and capabilities—get the services and support you need to make meaningful decisions to ensure your brand is always protected.
Monitoring & Enforcement Services
Our monitoring solutions and dedicated analysts work around the clock for you. When a problem is found, we have solutions available to take care of it in-house.
Our Security & Technology Partners
As a security-focused domain name and web technology provider, we have a wide range of complementary services and best-in-class partners available to you when you need them.