Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand-owner community that this will become a specialty subset of gTLDs. The .MRMUSCLE gTLD is intended to be one of those .BRAND gTLDs, with the goal of protecting SC Johnson’s online presence and identity; expanding its marketing and promotion efforts with a focus on Mr. Muscle® products; providing a secure channel for Mr. Muscle® and other SC Johnson products and services; and offering a platform through which to consolidate many of the intellectual property activities of SC Johnson. | Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand-owner community that this will become a specialty subset of gTLDs. The .MRMUSCLE gTLD is intended to be one of those .BRAND gTLDs, with the goal of protecting SC Johnson’s online presence and identity; expanding its marketing and promotion efforts with a focus on Mr. Muscle® products; providing a secure channel for Mr. Muscle® and other SC Johnson products and services; and offering a platform through which to consolidate many of the intellectual property activities of SC Johnson. |