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With old-fashioned monster brands under financial melt-downs, this now offers a very fresh and agile platform to spread a global name-identity. This is one of those events of 2009 that would cause a massive tremor with alarm bells ringing in every major
corporation of the world. However, the end result of this policy will prove to be extremely positive. The marketing and online front will utilize the new platforms with new powers; there will be an energized re-branding to ensure global positioning, while thousands of seriously duplicated brand name identities all over the world will have to step aside.

Names like Sony or Panasonic or Rolex are exclusively 100% owned by the company and are Five Star Standard names; as a result, this stringent standard acts like a parachute and ensures a brand the 100% ownership of the name identity with global respect and recognition. But common names based on family, geographic or dictionary words like, United, National, Eastern, Central, General Pacific, Dynamic or Quantum, are all heavily duplicated and, therefore, face an uncertain future in this open global bidding. Any major player with a diluted name will need a professional game-plan to address these sensitive issues.

The opening of the Internet to Chinese, Arabian and Cyrillic languages also will open up a tidal wave of new interactions. A billion new users will come online, millions of new portals will erupt and e-commerce activity will shoot up. The overall policies of ICANN and the prices just released (www.icann.org) are fair and they are designed to bring the Internet to a much higher next level.

In this new mode, names like ultimate flag carriers of the brand will skate around the world and tap the right customers, using the latest online multimedia-searching and cyber-branding tools, the exclusive control of the root suffix will propel any brand to new stratosphere overnight.

After years of research in the making, according to a latest study by ABC Namebank, entitled 'The New-Name-Economy & 2010 Cyber Branding Strategies' estimates that this new ICANN process will generate $ 33 Billion in fees in the first three years. (www.abcnamebank.com)

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Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago.
Website: www.abcnamebank.com
Article posted on January 5, 2009.