Is a .Brand Right for You? Six Questions to Ask

2. Is your primary brand unique and highly recognized? Unique brand names may provide inherent brand protection based upon proposed ICANN requirements, so defensive registration may not be necessary. However, it's prudent to research the uniqueness of a brand name in global markets. Common, generic or acronym brand names have a higher likelihood of multiple applications. This is notable for companies that were unable to register their brand in .com or their primary country code domain.