Sumit Baghel

How can businesses protect their brand’s trust, revenue, and reputation when misuse, impersonation, and fraud can spread across the internet within minutes? Brand protection has moved from a legal concern to a core business responsibility. In a digital, global-first economy, a brand is no longer limited to a registered trademark or a logo on packaging. It represents trust built over time, customer expectations shaped by experience, and commercial value that often outweighs physical assets....

For yea rs, branded top-level domains (dotBrand TLDs) were treated as a luxury—impressive, but rarely tied to measurable business outcomes. That thinking no longer applies. In the current digital landscape, phishing attacks, fake websites, and copycat brands have made brand protection  a core business requirement. Trust is fragile, and customers hesitate before clicking links, logging in, or completing payments. Every moment of doubt impacts revenue. A branded TLD is more than a naming...