The ICANN, Internet Corporation for Assigned Domains and Numbers, organization that regulates the assignment of Internet domains, has approved the increase of new top-level domains (.com, .net, .org, etc.) previously limited to 23 gLTD (generic domains).

With this change, any name or brand may become an extension … The good news about this liberalization is that physical and legal persons will enjoy more freedom and options of having their own complete name/domain, thus being able to register a wide variety of brands. The bad news is that the price, the registering taxes and the maintenance may sum up dozens of thousands of dollars, and the defense of these domains is expected to be very complex. By opening so many options and possibilities, they may also be taken up fast by others. A real challenge.

The most relevant aspects from the point of view of strategy and communication will have to be activated and prioritized.