Web domain expansion heralds new brand turf war

IN WHAT LOOKS set to be the biggest ever shake up in internet domains, regulator ICANN has paved the way for brands to use URLs as marketing tools. The changes mark a move away from .com, .net and the other top-level domains by allowing brands to put their names at the heart of the web with suffixes like .nike, .coke or .apple. ICANN is predicting that a wave of creativity will be unleashed and the changes are certain to make big brands think again about their web strategies. They will have to be sizeable players however: applications which open in January 2012 will need to be accompanied by a fee currently set at $185,000. - 20/6/2011

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