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Protecting a brand across new domain extensions takes a layered process: keep eligible trademark records current in the Trademark Clearinghouse (TMCH), track each relevant extension’s launch and registry rules, consider Sunrise applications selectively, review Trademark Claims notices, and respond to registrations based on the evidence. None of these steps automatically reserves every matching domain or prevents all misuse.
What the main protections do—and do not do
The TMCH is a repository of verified trademark data that supports Sunrise and Trademark Claims services for new generic top-level domains (new gTLDs). A TMCH record can make a mark eligible for these services; it does not award or reserve every domain name that matches the mark. [ICANN, Brand and Trademark Protections; ICANN, Trademark Clearinghouse for Rights Holders]
| Mechanism | What it does | Key limit |
|---|---|---|
| TMCH recordation | Verifies and stores trademark data to support Sunrise and Claims services. | Recordation is not a domain reservation or award. Sunrise participation also requires proof of use. |
| Sunrise | Gives eligible trademark holders an advance opportunity to request corresponding names before general registration. | The registry’s eligibility, application, and allocation rules determine how names are handled. |
| Trademark Claims | Notifies a prospective registrant of a match and can alert a matching recorded rights holder if registration proceeds. | A notice is not a block, infringement finding, or remedy. |
| URS | Provides a route intended for clear-cut cases; a successful complaint can suspend a domain. | It is designed for particular cases and should not be treated as a universal substitute for other remedies. |
| UDRP | Provides an administrative procedure for certain abusive domain registrations. | It applies to qualifying disputes; the evidence and circumstances matter. |
| PDDRP | Allows a trademark holder to challenge certain qualifying conduct by a new gTLD registry operator. | It concerns registry conduct, not simply every allegedly infringing domain registration. |
These mechanisms address different stages and actors: Sunrise is an advance application opportunity, Claims is a notice process, and URS or UDRP addresses certain registrations after they occur. PDDRP is directed at qualifying registry conduct. For official descriptions, see ICANN’s protections overview, its RPM and dispute-procedure page, and its new gTLD glossary.
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1. Inventory the marks and decision-makers
List the trademarks that matter to the business, the jurisdictions and classes in which they are registered, evidence that each mark is in use, and the people authorized to submit records or act on notices. The TMCH process asks for trademark and holder information; proof of use is required when a record is to support Sunrise participation. Review the TMCH FAQs for documentation and record requirements.
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2. Record eligible marks and check matching labels
Submit or update relevant marks through the TMCH process, then review the labels associated with each record. ICANN describes defined matching rules; additional labels may involve extra fees, and a record does not automatically reserve every similar or corresponding name. Verify which labels are covered instead of assuming that every spelling, variation, or brand phrase is included. The TMCH FAQs explain record and matching details.
3. Track launches and registry-specific rules
Use ICANN’s Program Status information to follow launch developments, then confirm dates and requirements for the individual extension with its registry. Record the Sunrise opening and closing dates, eligibility rules, application process, and allocation policy. Extensions do not necessarily share the same dates or allocation details.
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4. Decide whether each Sunrise application is worthwhile
ICANN’s overview, updated 26 February 2026, says every new gTLD must offer a Sunrise period of at least 30 days. Eligible holders can request corresponding names during that advance period, but registry rules control allocation and a request is not a guarantee of receiving the name. Sunrise eligibility requires proof of use in the TMCH process. [ICANN, Brand and Trademark Protections; TMCH FAQs]
Assess each candidate name on its likely business value, likelihood of misuse, application and ongoing costs, and the registry’s rules. ICANN says trademark holders pay for verification, but the cited materials do not establish a universal holder-side fee; check current charges and terms before applying. A selective approach is more defensible than assuming that every extension requires a defensive registration.
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5. Treat Trademark Claims as alerts, not enforcement
ICANN’s overview says Trademark Claims runs for at least the first 90 days of general registration. A prospective registrant who seeks a matching name receives a notice, and a rights holder with a matching TMCH record is notified if the registration proceeds. These are minimum program periods, not a guarantee that a matching name cannot be registered or that a notice proves infringement. Check the relevant launch’s dates and make sure the organization has a process to route and review notices. [ICANN, Brand and Trademark Protections; TMCH FAQs]
ICANN’s overview also describes TMCH notifications beyond the Claims period. Confirm exactly which notification service is active and what it covers rather than assuming that Claims notices continue indefinitely.
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6. Monitor registrations that matter
Do not limit review to the initial Claims window. Monitor registrations for names that could plausibly affect the business, customers, or brand reputation, and route concerning results to someone who can assess the facts. ICANN notes that brand-protection services may provide domain monitoring, enforcement, and takedown support; this is a service category, not a guarantee of outcomes or an endorsement of any provider. [ICANN, Brand and Trademark Protections]
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A matching string alone does not establish infringement. Preserve the domain name, relevant pages, dates, communications, and other evidence, then assess whether the registrant’s conduct and use actually implicate the trademark rights. Ask qualified counsel or the relevant dispute provider to evaluate case-specific choices.
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- URS: Consider it for a clear-cut case where suspension is an appropriate objective; a successful proceeding can suspend the name.
- UDRP: Consider this administrative route for a qualifying abusive registration. The appropriate procedure and likely outcome depend on the facts and evidence.
- PDDRP: Consider whether the concern is qualifying conduct by the registry operator itself, rather than only an individual registrant’s domain.
ICANN’s RPM and dispute-resolution page and glossary describe these procedures. The applicable rules and facts determine which route fits; no single mechanism handles every dispute.
Quick Recap
What to keep in the operating checklist
- A current inventory of relevant trademark rights, owners, use evidence, and authorized contacts.
- A record of TMCH entries and the labels each entry covers.
- A launch calendar with the registry’s Sunrise dates, requirements, and allocation policy for each relevant extension.
- A documented decision for each Sunrise candidate, including its business rationale and verified costs.
- A named owner and response workflow for Claims notices and ongoing monitoring results.
- An evidence-preservation and escalation path for registrations that merit legal review.
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