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→Reactions to Brand TLDs
[[Deloitte]], [[Canon]], [[Hitachi]], [[Motorola]] and [[UNICEF]] are some of the first groups to have expressed their enthusiasm to apply for their own .brand TLD to enhance their SEO strategy and security against cyber attacks. Canon emphasized that the program provides the company with the opportunity to "increase the convenience and effectiveness of its online communications." <ref>[http://www.brandchannel.com/home/post/2011/10/21/gTLD-Dot-Branding-Deloitte-Canon-Motorola-102111.aspx Deloitte, Canon and Motorola Nab Dotbrand Web Addresses]</ref> <ref>[http://www.ebrandservices.com/news/canon-first-multinational.html Canon first multinational to publicly announce desire for gTLD]</ref>
[[Deloitte]], [[Canon]], [[Hitachi]], [[Motorola]] and [[UNICEF]] are some of the first groups to have expressed their enthusiasm to apply for their own .brand TLD to enhance their SEO strategy and security against cyber attacks. Canon emphasized that the program provides the company with the opportunity to "increase the convenience and effectiveness of its online communications." <ref>[http://www.brandchannel.com/home/post/2011/10/21/gTLD-Dot-Branding-Deloitte-Canon-Motorola-102111.aspx Deloitte, Canon and Motorola Nab Dotbrand Web Addresses]</ref> <ref>[http://www.ebrandservices.com/news/canon-first-multinational.html Canon first multinational to publicly announce desire for gTLD]</ref>
On the other hand, [[Gary Elliot]], Chairman of the [[ANA|Association of National Advertisers]] (ANA) said companies like Procter and Gamble and [[HP]] are not interested to apply for a .brand TLD because the cost is confusing and expensive. He estimated that companies will need to spend as much as $1.5 million to operate their own TLD registry. <ref>[http://www.bloomberg.com/news/2011-11-07/p-g-spurns-pampers-as-brands-balk-at-expanding-internet-names.html P&G Spurns .Pampers as Brands Balk at New Domains]</ref> <ref>[http://domainincite.com/companies-that-cant-apply-for-brand-gtlds-say-they-have-decided-not-to-apply-for-brand-gtlds/ Companies that can’t apply for .brand gTLDs say they have decided not to apply for .brand gTLDs]</ref>
On the other hand, [[Gary Elliot]], Chairman of the [[ANA|Association of National Advertisers]] (ANA) said companies like Procter and Gamble and [[HP]] are not interested to apply for a .brand TLD because the costs involved are confusing and expensive. He estimated that companies will need to spend as much as $1.5 million to operate their own TLD registry. <ref>[http://www.bloomberg.com/news/2011-11-07/p-g-spurns-pampers-as-brands-balk-at-expanding-internet-names.html P&G Spurns .Pampers as Brands Balk at New Domains]</ref> <ref>[http://domainincite.com/companies-that-cant-apply-for-brand-gtlds-say-they-have-decided-not-to-apply-for-brand-gtlds/ Companies that can’t apply for .brand gTLDs say they have decided not to apply for .brand gTLDs]</ref>
Since the approval of the ICANN new TLD program, ANA and its spin-off organization, the [[CRIDO|Coalition for Responsible Domain Oversight]] (CRIDO) actively opposed its implementation of new TLDs, with obvious emphasis on brand TLDs. The group argue that the program is costly, and harmful to brand owners and consumers.<ref>[http://www.ana.net/content/show/id/crido ANA/CRIDO Website]</ref>
Since the approval of the ICANN new TLD program, ANA and its spin-off organization, the [[CRIDO|Coalition for Responsible Domain Oversight]] (CRIDO) actively opposed the implementation of new TLDs, with obvious emphasis on brand TLDs. The group argued that the program is costly, and harmful to brand owners and consumers.<ref>[http://www.ana.net/content/show/id/crido ANA/CRIDO Website]</ref> The groups were successful in securing U.S. Congressional hearings to review ICANN's new gTLD Program, though afterwards the program continued on as planned.
The [[CADNA|Coalition Against Domain Name Abuse]] (CADNA) is a group of brand owners and trademark owners, and has said, "One of the biggest responses we have heard from brands is that they feel as if their backs are up against a wall.The fact that ICANN has only offered one opportunity to apply for new gTLDs has created a sense of chaos among brands, who feel as though ICANN is forcing them into making a 'now or never' decision that could impact both them and their consumers. Knowing that they will have the opportunity to apply again after having the chance to see if new gTLDs become valuable will go a long way toward relieving that anxiety." This particularly references the fact that ICANN's program has been introduced without any binding commitment to a second round at a particular time.
The [[CADNA|Coalition Against Domain Name Abuse]] (CADNA), a group of brand owners and trademark owners, said, "One of the biggest responses we have heard from brands is that they feel as if their backs are up against a wall.The fact that ICANN has only offered one opportunity to apply for new gTLDs has created a sense of chaos among brands, who feel as though ICANN is forcing them into making a 'now or never' decision that could impact both them and their consumers. Knowing that they will have the opportunity to apply again after having the chance to see if new gTLDs become valuable will go a long way toward relieving that anxiety." This particularly references the fact that ICANN's program has been introduced without any binding commitment to a second round at a particular time.
==Demand for Brand TLDs==
==Demand for Brand TLDs==