Generic top level domains (or gTLDs) are the characters after the last “dot” in a web address, for instance .com or, more recently, .info and .biz. Currently users are limited to a relatively small number of gTLDs but this may be about to change as a recent proposal to allow new gTLDs will allow brand owners to use their brand as a gTLD and therefore open up such names as www.trainers.nike, www.careers.nike, www.football.nike etc.
It is likely that applications for the new gTLDs will use a sunrise period allowing the “true” owners of the applicable brand to stake their claim and thereby thwart cyber-squatters. The introduction of .brand gTLDs will also no doubt be very exciting for brand owners who are currently fighting constant battles over the myriad of variations that are possible within the current regime to ensure they have rights in all of the 21 current gTLDs together with the country-code top level domains. Once the system is available and users adapt their Internet browsing habits, the gTLD .brand may become the only one of real significance.
However such rights will not come cheaply, the applicant for a new gTLD will need to administer and maintain a registry in respect of that gTLD; the cost of which is likely to be millions of dollars per year.
As with everything Internet based, things are likely to move quickly and ICANN is currently looking to release a final policy and implementation plan in early 2009.