Not Defensive but Competitive Registrations

[Avri Doria <avri@xxxxxxx>]

I think people are confusing the notion of Defensive Registrations with that of 
Competitive Registrations, for want of a better term.

The new gTLD process bends over backwards to give those who hold Trademark 
Rights the ability to stop anyone who would dare to try and use the word they 
have some mark on for inappropriate reasons.  There is absolutely no reason for 
anyone to get into the gTLD business for this reason. The Objection processes 
are cheaper and easier than applying and running a gTLD could ever be.  

However, a new market is being opened up.  And there may be many mark holders 
who have an equal claim to the use of a marked word.  So it becomes a marketing 
issue; is the market advantage something a company wants for itself as opposed 
to letting someone else have?  When you consider the cost of shooting a 
commercial, for example, getting a gTLD as a marketing play is a good deal.  I 
think this would constitute a Competitive Registration.  

So while there is absolutely no reason to get a .brand for defensive reasons, 
there may be every reason to get one as a marketing or advertising solution.

Avri Doria