Protection of a company's name and brands is far more than just a case of instructing company lawyers to register trademarks. As a result of the Internet, New Zealand companies are now competing in global domain spaces like .com, .net, .org and in country code spaces like .co.nz and com.au that require careful attention to registration and renewal policies to ensure domain names and valuable online brands are secure and protected from the practice of 'cyber squatting.' In fact, there are over 400 available top-level domains, from in over 240 different domain registries worldwide. To strategically develop marketing initiatives and protect these brand assets, multi-national companies are required to register their key trademarks, products and brands as domain names with many of these registries. Deciding which names to register, where to register them and how to register them with purpose and within a strategic framework is for most companies a major challenge.

Legal issues with domain name registrations When the Internet began growing more rapidly, people started registering domain names that were well known trademarks with a view to making money selling these names back to the companies.

Cyber jacking or cyber squatting happened because there were no regulations in place to protect trademark holders. Therefore a "first come, first served" policy ruled the market.

Now that the Internet is such a vital commercial tool there the domain name market involves more serious legislation. The law now endeavours to protect the rights of businesses with prominent trademarks. There have been cases around the world testing the rights of people to register whatever domain name they choose.

New Zealand domain names .co.nz are not moderated, that's to say in order to register a .co.nz domain name it is not required that the name reflect your registered business name.

Other domains are an open market such as .co.uk and.com. While in certain Countries domain name registrations are moderated and eligibility criteria apply (examples are .com.au for Australia or .fr for France and .co.jp for Japan etc).

If the domain name you want has already been registered you may be able to negotiate with the holder of the name to purchase it from them. There are also websites like E-bay that auction domain names. If you're interested in the earning potential of domain names see The domain name aftermarket.

Related articles:

• Dealing with typosquatting
• Cybersquatting