INTA’s Resolutions and the Case for dotBrands: Strengthening Brand Protection in the Digital Age

The International Trademark Association (INTA) has adopted four landmark board resolutions aimed at advancing the rights of trademark owners globally. The board of directors’ meeting, held on September 15, 2025, in Washington, D.C., established INTA’s position on critical policy issues. Among them, support for the delegation of new dotBrand top-level domains (TLDs) stands out as a significant development for businesses.

At LdotR, we see this as an important signal: the world of intellectual property is no longer confined to the courtroom or registry office. It is moving into the very infrastructure of the internet, and dotBrands are emerging as a powerful brand-protection tool for rights holders across emerging markets.

INTA’s endorsement aligns with ICANN’s plan to open a new round of TLD applications in 2026. It recognizes that proprietary dotBrand TLDs such as .sbi, .toyota, .temasek, and .etisalat, operated by rights holders, have demonstrated security, stability, and consumer trust in practice.

Crucially, INTA highlights that the expansion of TLDs must be responsible, deliberate, and safeguarded against abuse—ensuring that dotBrands not only support innovation but also protect consumers from fraud and deception.

This is especially relevant for regions like ASEAN, the Indian Subcontinent, and the Middle East, where the digital economy is expanding rapidly but regulatory harmonization and enforcement frameworks often lag behind the pace of online growth.

INTA’s other resolutions also carry weight in these regions:

• Trademark coexistence agreements will reduce unnecessary conflicts in crowded registries, particularly in markets like India, where trademark filings are surging.

• Clarity on international exhaustion can help brand owners better manage the influx of parallel imports, a persistent issue in ASEAN and Middle Eastern markets.

• Design rights protection on online platforms directly addresses the surge of counterfeit consumer goods on e-commerce marketplaces across these regions.

  
  

Together with dotBrands, these resolutions paint a picture of a more proactive, preventive approach to brand protection—a shift that is much needed in fast-growing digital economies.

With ICANN’s next application round approaching, brand owners in India, ASEAN, and the Middle East should begin preparing now:

1. Audit vulnerabilities: Map your current domain portfolio against risks like cybersquatting and phishing.

2. Assess feasibility: Determine whether a dotBrand TLD aligns with your digital and IP strategy.

3. Engage early:Work with domain name experts and regulators to understand local implications.

4. Build security frameworks: Implement DNSSEC, HTTPS, and other technical safeguards as part of your dotBrand plan.

5. Educate consumers: Especially in markets with many new digital users, communicate the trust signal that a dotBrand domain represents.

   
   

For businesses in India, ASEAN, and the Middle East, adopting a dotBrand is not simply about acquiring another digital asset. It is about embedding brand protection into the fabric of the internet itself. INTA’s resolution underscores that dotBrands are no longer experimental—they are proven, secure, and strategically vital. As these regions stride toward a more digital future, dotBrands can serve as a cornerstone of consumer trust, reputation management, and brand resilience.

The 2026 ICANN round will be a pivotal moment. Regional brands that prepare early will not only protect their identities but also signal leadership in the new era of digital brand protection.

Unlike the 2012 ICANN round—where participation from Asian countries was limited and heavily skewed toward global multinationals—the 2026 round offers a chance for India, ASEAN, and Middle Eastern markets to lead from the front. With far larger digital economies, stronger consumer awareness, and governments prioritising digital sovereignty, these regions are better positioned to leverage dotBrands not just defensively but as a strategic tool for innovation and trust-building.

By seizing this moment, Asian and Middle Eastern companies can shape global best practices, set the tone for responsible adoption, and demonstrate how dotBrands can underpin both commercial growth and consumer protection at scale.