That is a key unanswered question in the decision making process trademark owners and brand strategists have at hand with the upcoming launch of unlimited new gTLDs.
The central decision appears to be a judgment call as to competitors’ first move to secure highly desirable, or premium, key terms. It’s a classic game theory scenario, where the solution will depend on the relative costs of inaction to both players; leaders and followers.
This important contemporary topic was one of many addressed in the sessions at this year’s INTA Conference in San Francisco (#INTASF) where IPmetrics was present in full force.
As these and other key decisions come up, brand owners and their counsel can definitely benefit from a professional appraisal of the portfolio and a valuation analysis of alternative paths.
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