BRAND: A unique opportunity to secure online protection —

where exclusivity becomes the domain 

• Registering a trademark is no longer enough in 2026

For years, trademark protection has focused solely on registration. Today, that is just the starting point. In an environment where online fraud is on the rise and user trust is everything, brands need to go a step further: to protect and control their online presence.

• From registration to control: the role of domains

The rise of fraud, phishing, and impersonation has changed the game. It is no longer enough to react to conflicts; the key is to anticipate them. And that is where the .brand domain comes back into the spotlight.

• What is a .brand?

It is a proprietary and exclusive domain for the brand. Instead of relying on traditional extensions (.com, .net…), the company creates its own environment:

product.brand

login.brand

A space where only the company itself can operate.

• Why is this relevant now?

Because the context has changed:

• the digital channel is the primary point of contact;
• user trust is critical; and
• online risks are becoming increasingly sophisticated.

In this scenario, the .brand is no longer an innovation but a strategic tool.

• More control, less risk

The greatest value of the .brand is clear: absolute control over the digital ecosystem, which allows you to:

• reduce impersonation;
• strengthen authenticity; and
• shift from reactive to preventive protection.

• A limited opportunity

In 2026, a new window opens to apply for a .brand, after more than a decade without similar opportunities. And there are no guarantees as to when this will happen again.

• Is it worth it?

It is not for every company. However, for those with a long-term vision, it can become a key asset that connects brand, technology, security, and business.

The question is not whether you need it today, but rather: Do you want to control your brand online… or adapt to someone else’s rules?

May 6, 2026