New gTLDs, Brands and Trademarks - It's a non-starter

I've started this as a new thread because I feel it is worthy of a discussion - Originally posted it in the large thread on 1000 new GTLDs.....

These new GTLDs confuse me. I am finding it hard to distinguish between most of the examples that people are giving.

For example:

- bike.shop
- computer.shop
- phone.shop
- shoe.shop

Its like there is something missing... I think it's because they don't feel like they are (or they're literally not) brandable.

I can see the value of '.Amazon' , because this is an established brand name - a name that would be considered trade markable.

If the trademark offices around the world wouldn't consider them a trademark, then they're useless for distinguishing you from others "in the trade", surely? I sincerely doubt that any company could be considered for the trademark 'bike.shop' because a '.' wouldn't make it considered distinguishable; and in trademark law, something is not trade-markable if it describes your goods or services.

Surely you need to either:

• own the whole top level domain extension and make use of it in inventive ways

-- OR --

• choose a proposed extension that fits snugly with a new or existing brand name EG. 'banzai.toys', 'pokemon.toys', 'prada.handbags'

Otherwise your website is just going to get lost in the ether because it doesn't have a brand.

Anyone else feeling the same way?

ho ho ho! :santa: