Online Brand Reinforcement: Protecting Your Digital Presence

Online Brand Reinforcement: Protecting Your Digital Presence

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In today’s digital era, the integrity and defense of your trademark online are crucial to business success. As the internet continues to evolve, so do the threats to your trademark’s reputation. This article delves into advanced strategies for online brand reinforcement, focusing on cybersecurity measures, the role of blockchain, and domain names .


The Importance of Cybersecurity for Trademark Protection


Understanding the Threat Landscape

The digital landscape is fraught with threats such as counterfeiting, phishing, and cybersquatting. These malicious activities can significantly damage a trademark’sreputation and financial standing. Implementing robust cybersecurity measures is no longer optional but a necessity for any trademark operating online.


Implementing Robust Cybersecurity Measures

At the core of trademark protection is the deployment of advanced monitoring tools. Solutions like Dreyfus IPweb® provide continuous surveillance of your trademark’s across various platforms, detecting any unauthorized usage or potential infringements. This proactive approach ensures that threats are identified and mitigated before they can cause substantial harm.

The Role of Blockchain in Trademark Protection


Enhancing Transparency and Security

Blockchain technology offers a transformative approach to trademark protection by providing unparalleled transparency and security. Each transaction or change is recorded on an immutable ledger, making it nearly impossible for unauthorized alterations or counterfeit products to go undetected.

Applications of Blockchain in Trademark Enforcement

Trademarks can leverage blockchain for various purposes, such as verifying the authenticity of products, tracking the origin and journey of goods, and securing intellectual property rights. Domain extensions using blockchain technology, like .eth and .crypto, offer an additional layer of security, preventing unauthorized access and enhancing trust with consumers.

Strategies for Domain Names


Developing a Comprehensive Domain Strategy

A strategic approach to domain names is vital for trademark protection. This includes prioritizing research among all extensions (gTLDs, ccTLDs, and blockchain extensions), identifying strategic names, and ensuring consistency between trademarks and domain names.

Implementing Domain Monitoring and Defense

Effective domain names actions involve continuous monitoring to detect and address any unauthorized domain registrations. Utilizing tools for surveillance such as Dreyfus IPweb®, trademarks can swiftly react to potential threats, including cybersquatting and unauthorized use of similar domain names. Legal actions such as UDRP and URS procedures are essential tools in resolving disputes and reclaiming infringing domains.

Impact of Regulatory Compliance on Trademark Protection

Navigating Regulatory Landscapes

Regulatory compliance is a cornerstone of effective brand protection. Understanding and adhering to regulations like the European directive “Network and Information Security” (NIS 2) ensures that trademarks maintain high standards of security, particularly in online presences.

Proactive Legal Measures

Engaging in proactive legal measures, such as trademark audits and opposition filings, further strengthens brand protection. Regular audits provide a comprehensive view of a trademark’s portfolio, identifying potential risks and opportunities for enhancement. Opposition filings help prevent the registration of similar or identical trademarks by third parties, safeguarding the brand’s distinctiveness and market position.


In the dynamic digital landscape, reinforcing your trademark online requires a multifaceted approach. By integrating robust cybersecurity measures, leveraging blockchain technology, implementing strategic domain name actions, and ensuring regulatory compliance, brands can effectively protect and enhance their digital presence. Staying vigilant and proactive is key to maintaining a strong and reputable trademark in the ever-evolving online environment.

New gTLDs are coming soon : we advise to get prepared asap !

New gTLDs are coming soon : we advise to get prepared asap !

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Nathalie Dreyfus, founder of Dreyfus in Paris attended the “Marketing and Brand Owner Awareness” session at ICANN’s Contracted Parties Summit which took place in Paris from May 6 to 9. This summit focuses solely on the mutual concerns and interests of the contracting parties, namely registry operators and registrars.  One of the main subject was the DNS abuse but not only.

One session highlighted the importance of increasing brand owner awareness to ensure the success of the next round of new gTLDs.

The new gTLD program is an ICANN initiative to expand the generic top-level domain system. It aims to enable the creation of new gTLDs to increase the choices available to the public, but also to encourage innovation in domain names and improve the user experience.

What is a gTLD?

A top-level domain corresponds to the suffix at the end of a website address, for example, <.com> or <.net>.

The first launch of new generic TLDs was launched in April 2012. With ever-changing market conditions and other relevant factors, this new program remains a challenge for brand owners, who need to think carefully about which relevant domain names to register in their current portfolio management strategy.

Lessons learned from the first gTLD cycle

In the first round of new gTLDs, 1,930 applications were submitted, mainly from North America and Europe. However, only a small proportion of these applications came from South America, Africa and the Asia-Pacific region, highlighting a geographical imbalance in participation.

Of these applications, 1,200 completed the process, but only 633 completed the Sunrise period – around a third. This period was designed to allow trademark owners to register their names before the gTLD was opened to the public. The low figures testify to the limited adoption of gTLDs by brands.

Use and challenges of trademark gTLDs

Many trademark gTLDs have been used for defensive purposes, often to prevent third parties from registering similar names. Some gTLDs have been abandoned following mergers, acquisitions or the disappearance of trademarks.

Nevertheless, brand gTLDs often remain underutilized, mainly due to high costs, lack of technical expertise, and concerns about managing and securing domain names.

Main challenges identified

The first edition of the gTLD program had several shortcomings, in particular the lack of applications from underserved regions.

High costs discourage brand adoption of gTLDs and not only in underserved regions.

Strategies for improving the next gTLD cycle

One of the main challenges of the first gTLD cycle was the lack of a tool to measure the program’s success. Stakeholders suggested a change of perspective. This new approach would make it possible to include more stakeholders and develop a coherent framework for measuring the success of the next cycle.

For the next cycle to be a success, it is essential to respond to the interests of customers by focusing on the real utility of gTLDs. This means moving beyond the idea of defensive registrations and focusing on concrete use cases.

Suggestions for brand owners

We recommend to start To diversify engagement, we recommend stepping up outreach efforts in underserved regions. Establishing a comprehensive communications plan would also be a good strategy for the next cycle.

In addition, as fees are high, it would make sense to significantly reduce or subsidize registration fees for underserved regions. But also provide free legal support through pro bono services.


This underlines the importance of awareness and innovation for the next gTLD cycle. Many TLDs applicants struggle to identify the value of a new gTLD.  That’s why we recommend to get started as soon as possible to discover the range of uses for a brand  top-level domains and prioritize the most valuable opportunities for achieving the brand objective.

Dreyfus & associés partner with an international network of Intellectual Property attorneys

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