{"id":15377,"date":"2026-03-17T08:00:00","date_gmt":"2026-03-17T12:00:00","guid":{"rendered":"https:\/\/www.cscdbs.com\/blog\/?p=15377"},"modified":"2026-03-30T10:13:25","modified_gmt":"2026-03-30T14:13:25","slug":"competing-trademarks-one-brand-making-the-right-call-in-2026","status":"publish","type":"post","link":"https:\/\/www.cscdbs.com\/blog\/competing-trademarks-one-brand-making-the-right-call-in-2026\/","title":{"rendered":"Competing Trademarks, One .BRAND: Making the Right Call in 2026"},"content":{"rendered":"\n<p>The 2026 round of ICANN\u2019s New gTLD Program is finally here\u2014and with it, the long\u2011awaited opportunity for organizations to secure their own .BRAND top\u2011level domain. But for companies that share a brand string with competing trademark holders, two questions loom large:<\/p>\n\n\n\n<p><em>Should we apply for the .BRAND TLD if another legitimate trademark owner exists? And what happens if they don\u2019t apply?<\/em><\/p>\n\n\n\n<p>Over the last few months, this has probably been one of the most frequently asked questions I\u2019ve received. For that reason, this article breaks down the strategic landscape, the risks, the advantages, and the likely objection outcomes. The goal: to help brand owners make an informed decision before the application window opens on April 30, 2026.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why is the 2026 round different?<\/strong><\/h2>\n\n\n\n<p>In Round 1 in 2012, a .BRAND didn\u2019t exist as a specified type of new gTLD. The newly updated 2026 Applicant Guidebook (AGB) changes that, formally and explicitly recognizing .BRAND TLDs for the first time\u2014something brand owners have long been asking for. <strong><\/strong><\/p>\n\n\n\n<p>Now, applicants can clearly designate their TLD as a .BRAND and must support that designation with Trademark Clearinghouse (TMCH) validation. This, combined with Specification 13 rules, gives .BRAND owners a predictable and structured path through the ICANN process.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What happens if you apply and your competitor doesn\u2019t?<\/strong><\/h2>\n\n\n\n<p>This scenario is more common than you might think, especially across industries where trademarks coexist (e.g., regional rights, class\u2011based distinctions, or unrelated sectors). Here\u2019s what happens:<\/p>\n\n\n\n<p><strong>1. There\u2019s no contention. <\/strong>Contention only occurs when multiple companies apply for the same string. If you\u2019re the only applicant for a .BRAND, you can proceed uncontested.<\/p>\n\n\n\n<p><strong>2. Your competitor keeps its trademark\u2014but loses the TLD opportunity. <\/strong>Trademark rights don\u2019t disappear. But your competitor can\u2019t secure the .BRAND TLD in this round if they don\u2019t apply.<\/p>\n\n\n\n<p><strong>3. You move through evaluation without string competitors. <\/strong>The absence of competing applicants dramatically lowers risk, cost, and complexity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Could your competitor file a legal rights objection (LRO)?<\/strong><\/h3>\n\n\n\n<p>Yes. Even if they don\u2019t apply, your competitor can file an LRO arguing that delegating the TLD infringes their trademark rights. However, history is on your side. Previous LRO outcomes tell a clear story:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In the 2012 round, WIPO handled 69 LROs<\/li>\n\n\n\n<li>Panels rejected most objections when both parties held legitimate trademark rights<\/li>\n\n\n\n<li>Objections succeeded mainly when the applicant lacked bona fide rights or acted in bad faith<\/li>\n<\/ul>\n\n\n\n<p>Translation\u2014if you have legitimate trademark rights and a valid TMCH SMD file, your competitor is unlikely to win an LRO against you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What LRO panels look at<\/strong><\/h3>\n\n\n\n<p>WIPO evaluates objections holistically, focusing on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The strength of each party\u2019s trademark rights<\/li>\n\n\n\n<li>Legitimate use and intent<\/li>\n\n\n\n<li>Potential consumer confusion<\/li>\n\n\n\n<li>Evidence of bad faith<\/li>\n\n\n\n<li>Whether the objector\u2019s rights would be materially impaired<\/li>\n<\/ul>\n\n\n\n<p>In cases where both parties hold legitimate trademarks, panels usually don\u2019t find meaningful impairment and allow the application to proceed.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why applying may be strategically advantageous<\/strong><\/h2>\n\n\n\n<p>Aside from the low risk of losing an LRO, applying for a .BRAND TLD offers many long\u2011term benefits.<strong><\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The first\u2011mover advantage<\/strong><\/h3>\n\n\n\n<p>We don\u2019t know when the next ICANN round will take place. The gap between 2012 and 2026 was 14 years. If you don\u2019t apply now, you may have to wait a decade or more for another chance.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Exclusive control under Specification 13<\/strong><\/h3>\n\n\n\n<p>Owning your .BRAND TLD gives you:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Full control over domain registrations<\/li>\n\n\n\n<li>Stronger cybersecurity protections<\/li>\n\n\n\n<li>A unified global digital identity<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Enhanced consumer trust<\/strong><\/h3>\n\n\n\n<p>The updated AGB places stronger emphasis on DNS abuse safeguards, public interest commitments, and registry continuity, boosting trust in .BRAND ecosystems.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What happens if you decide not to apply?<\/strong><\/h2>\n\n\n\n<p>Choosing not to apply introduces several risks:<\/p>\n\n\n\n<p><strong>1. Your competitor can secure the TLD uncontested<\/strong><\/p>\n\n\n\n<p>ICANN has no mechanism to protect your interests unless you file an LRO. Historically, LRO success is low when both parties have legitimate rights.<\/p>\n\n\n\n<p><strong>2. You may lose digital territory for years<\/strong><\/p>\n\n\n\n<p>With no predictable schedule for future rounds, inaction might lock you out of the .BRAND space indefinitely.<\/p>\n\n\n\n<p><strong>3. You risk long\u2011term brand disadvantage<\/strong><\/p>\n\n\n\n<p>A competitor\u2011controlled .BRAND can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Shift consumer perceptions<\/li>\n\n\n\n<li>Create digital brand confusion<\/li>\n\n\n\n<li>Limit your ability to enforce your trademark<\/li>\n\n\n\n<li>Impact brand integrity across markets<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to decide: a simple framework<\/strong><\/h2>\n\n\n\n<p>You should strongly consider applying if:<strong><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You hold legitimate trademark rights<\/li>\n\n\n\n<li>You see any risk of competitor activity<\/li>\n\n\n\n<li>You want stronger brand security and coherence<\/li>\n<\/ul>\n\n\n\n<p>You might want to defer applying if:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your brand has a limited digital footprint<\/li>\n\n\n\n<li>Trademark conflicts are unusually high risk<\/li>\n\n\n\n<li>You lack the financial resources to operate a registry<\/li>\n<\/ul>\n\n\n\n<p>However, even in these rare cases, not applying still exposes you to long\u2011term competitive harm.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The verdict<\/strong><\/h2>\n\n\n\n<p>For trademark holders who share a brand string, the strategic answer is clear. If you have legitimate trademark rights and anticipate any competitive or market impact, applying for your .BRAND TLD in 2026 will put you in the strongest legal and strategic position.<\/p>\n\n\n\n<p>In contrast, inaction will create higher long\u2011term risk\u2014especially if competitors act while you stand still.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ready to get started?<\/strong><\/h2>\n\n\n\n<p>The application window is only open for a limited period from April 30, 2026. Preparing a strong, defensible, and operationally compliant .BRAND application requires extensive legal, technical, and organizational readiness\u2014so it\u2019s critical to begin the process now.<\/p>\n\n\n\n<p>To discuss your options, understand your competitive landscape, and learn how CSC can guide you through the complexities of the 2026 round, contact your CSC Digital Brand Consultant or Strategic Account Manager as soon as possible. You can also <a href=\"https:\/\/www.cscdbs.com\/en\/solutions\/domain-portfolio-management\/dot-brands\/\">request a free strategic consultation<\/a>.<\/p>\n\n\n\n<div style=\"text-align: center\"><a href=\"https:\/\/www.cscdbs.com\/en\/solutions\/domain-portfolio-management\/dot-brands\/\" target=\"_blank\" class=\"btn btn-navy text-uppercase mt-3\">REQUEST A .BRAND CONSULTATION<\/a><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The 2026 round of ICANN\u2019s New gTLD Program is finally here\u2014and with it, the long\u2011awaited opportunity for organizations to secure their own .BRAND top\u2011level domain. But for companies that share a brand string with competing trademark holders, two questions loom large: Should we apply for the .BRAND TLD if another legitimate trademark owner exists? And [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":10429,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9,547,548,553,567,521],"tags":[],"class_list":["post-15377","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-domain-management","category-domain-security","category-featured","category-fraud-protection","category-send-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Competing Trademarks, One .BRAND: Making the Right Call in 2026 | CSC<\/title>\n<meta name=\"description\" content=\"The 2026 round of ICANN\u2019s New gTLD Program is finally here\u2014and with it, the long\u2011awaited opportunity for organizations to secure their own .BRAND\" \/>\n<meta name=\"robots\" content=\"index, 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