Key Takeaway:
The next ICANN gTLD round requires brands to master objection handling to protect their trademarks. A proactive Legal Rights Objection (LRO) filed with WIPO is your primary defense against conflicting domain applications.
Even the biggest brands in the world miss opportunities when it comes to domains, even companies like Google and McDonald’s. As the internet expands, we’ve all got to be ready for the next digital land grab. ICANN’s next round of New Generic Top-Level Domains (gTLDs) is set to go live in April 2026, so a surge of applications will flood the system. For established brands, this presents a critical vulnerability: The risk is that a third party applies for and secures a gTLD that is identical or confusingly similar to your valuable trademark. In this high-stakes environment, brands must develop an objection handling strategy, to meet infringements as soon as they arise. Your ability to effectively contest an infringing application can determine whether you control your brand’s destiny online or lose it to a rival actor.
Here, we’ll navigate the upcoming gTLD cycle, so you’re prepared for any eventuality. This guide delves into the specifics of the Legal Rights Objection (LRO), your primary mechanism for objection handling. We will also clarify the critical distinction between Community and Brand applications, to lay the foundations for your objection strategy. The WIPO are now a major player in ICANN’s processes so we’ll clarify their role, and explain what their involvement means for your brand. Finally, we will explore the proactive side of the equation, securing your own .BRAND domain. You can also learn more about the strategic benefits of a .BRAND and how to leverage it, right here.
Understanding Objections: The Core of Objection Handling
If a third party applies for a gTLD string that conflicts with your registered trademark, you do not have to stand by and let it happen. All sensible brands implement a monitoring system around their trademarks for infringing registrations, so why not use a similar strategy for domains, another crucially important asset for your ecommerce? ICANN’s New gTLD Program includes a defense mechanism known as the Legal Rights Objection (LRO). This pre-delegation objection process forms the basis of ICANN’s formal objection handling. It allows you to challenge the application before the new domain extension is approved and goes live. This proactive measure forms the most cost-effective and strategic approach to protecting your IP from DotBrand infringements. Beyond that, you can also try to limit possible negative effects after the DotBrand in question has been launched.
Filing a successful LRO requires you to demonstrate that the potential use of the applied-for gTLD by the applicant would be likely to infringe upon your established legal rights. An independent panel will evaluate the objection based on several factors. These factors include the strength and recognition of your trademark, whether the applicant has any legitimate rights or affiliation with the string, the applicant’s intent in applying for the gTLD, and whether the proposed gTLD would impair the distinctiveness or reputation of your brand. Nothing is set in stone, but there are serious talks about having the application round on a permanent basis, so it’s worth establishing your strategies before the landscape develops. A well-documented objection, backed by robust evidence of your trademark’s reach and goodwill, forms the bedrock of a successful objection handling strategy against an infringing application.
Strategic Objection Handling: Community vs. Brand Applications
Effective objection handling means understanding the distinction between a Community-based application and a Standard application for gTLDs. This distinction fundamentally shapes the way that you’ll present your arguments.
A Community Application is filed by an organization representing a clearly delineated group or sector, with social or commercial interests. The applicant must provide evidence for the gTLD’s community support, and prove that gTLD benefits that specific group. Examples from the previous round include .BANK, for the banking community, and .ECO for green and environmentalist movements. These applications receive priority from ICANN, and enjoyed a smooth registration process. If two entities apply for the same string, a community application will prevail over a standard application, provided it meets all the criteria.
On the other hand, commercial entities file Standard or Brand Applications for a string that represents its brand, such as .APPLE or .GOOGLE. These cases require no evidence for representing or benefitting the broader community. With standard, .BRAND domains, organizations establish them to control a digital namespace and expand the company’s identity online.
Your approach to objection handling must adapt to each type of application, now that you know the difference. If you are a brand and an organization applies for your brand name as a community gTLD, your objection would focus on the lack of a legitimate community nexus and the resulting consumer confusion. On the other hand, if another commercial entity applies for your brand name, your LRO argument centers squarely on trademark infringement and the absence of the applicant’s rights to the string.
The Role of WIPO in Objection Handling: The Exclusive Arbiter
ICANN appointed the WIPO as the exclusive provider for resolving disputes their upcoming round of gTLD applications. As a UN agency, WIPO, or the World Intellectual Property Organization, work to establish an international IP system, making them the choice partner for ICANN’s requirements.
ICANN selected WIPO due to its unparalleled expertise and two-decade-long track record in resolving domain name disputes through the Uniform Domain-Name Dispute-Resolution Policy (UDRP). WIPO maintains the institutional knowledge, the global panel of neutral legal experts, and the established procedures to handle the complex, high-stakes nature of gTLD objections fairly and efficiently. For brands, this means that any LRO you file will be adjudicated by a WIPO-appointed panel with deep experience in international trademark law and domain name conflicts. This provides a significant level of trust and predictability in the objection handling process. As WIPO itself states, it will publish detailed guidelines and resources as the next application round finalizes, making it essential for brands to monitor their updates closely.
The .BRAND Imperative
Beyond playing defense, the new gTLD round is a call to action for brand offense. Securing your own .BRAND domain is a powerful move that renders defensive objection handling for that string unnecessary. In the last round, forward-thinking companies, from international retail chains to world-renowned auto firms, successfully navigated the application process. The benefits they unlocked are substantial.
A .BRAND domain creates a secure and controlled digital ecosystem. It enhances brand authenticity, as every website under your .BRAND, from news.brand to careers.brand, is instantly verified and trusted by customers. These digital assets deliver powerful new marketing opportunities, allowing for concise, memorable URLs for specific campaigns. They also provide a definitive answer to cybersquatting at the top-level, eliminating the risk of yourbrand.sucks or other defensive registrations at the second level.
However, the pioneers also revealed a common pitfall: a lack of imagination and follow-through. Some brands invested heavily in acquiring their .BRAND but failed to integrate it into their core digital strategy. The result was an underutilized asset, with the domain acting as a mere redirect to the existing .com site or, worse, lying completely dormant. The drawback is not in the concept of a .BRAND, but in the failure to leverage it. A .BRAND is not just a new address. It establishes a platform for innovation, enabling new technological opportunities like blockchain-based verification, personalized web spaces for customers, and a streamlined, secure internal network. As we discuss here, organizations can also use these assets as new and evolving revenue streams, which is worth considering too.
Conclusions: Building Your gTLD Strategy
The upcoming ICANN new gTLD round presents a pivotal moment for brand owners. The landscape requires a dual strategy: You should prepare a vigilant defense of your trademarks through the WIPO-administered Legal Rights Objection process. Beyond that, an educated decision on whether to claim your own DotBrand domain reduces the risks associated to missed opportunities and challenges. The time to prepare your objection handling protocols is now, long before the anticipated application window in the second quarter of 2026.
Do not let your brand become a case study in missed opportunity or costly dispute resolution. A unique DotBrand domain can be more than a web extension. It’s a gateway to plenty of digital opportunities, from brand-defining marketing campaigns to innovative blockchain capabilities. Of course, it’s not for everyone, but it’s worth exploring, so you can make a decision based on diligence and facts.
Our team at EBRAND is expert in navigating the complexities of the ICANN application process. We provide comprehensive support, from developing a robust benefit analysis to the strategy to securing and strategically implementing your .BRAND. We help you not only to acquire your digital asset but to build a visionary plan for its use. Contact us below to schedule a consultation and discover how you can actively define your brand’s future on the internet.
