SIDEBAR: What to do while you're waiting

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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 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.
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