So what should a brand manager do while waiting for the new domains and the adoption of formal procedures for registration and challenge? Here's a few suggestions:
Periodically visit http://www.gtld-mou.org to stay up to date.
Decide if you want to establish a Web site in one of the new domains or if you want an e-mail address using them. Assuming you do, choose its name and conduct a trademark search to determine if any other company might have existing trademark rights to it. Such a search should be done on an international basis.
Determine if your brand name is registered internationally and, if so, get copies of the registrations and registration numbers.
If your brand is not registered internationally, there may still be time to do so or at least to compile other evidence of the brand name's international reputation in anticipation of a challenge or a petition to exclude others from using the name.