ICANN (Internet Corporation for Assigned Names and Numbers), the society that manages and regulates domain names, has planned for May 2011 the launch of new gTLDs (generic Top Level Domains) of the type .brand. It is in this way guaranteed the possibility to register new generic top level domains, such as .sport, .hotel, .pharma, and new top level domains corresponding to trademarks, such as .ibm, .nokia, .canon. The most interesting aspect is the fact that the domains .brand will not be able to be typosquatted or cybersquatted, as the registration rules will allow only the effective trademark owners to register the corresponding gTLDs. Consequently, people that will visit such websites will be sure of their officiality and authenticity. The costs of the whole operation will be high, however the potential impact of this new possibility cannot be undervalued and will rather request companies to review their online brand protection strategies.