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The winners of this move are the holders of creatively unique identities with solid Five Star Standard of naming, available on Internet, which are not only globally protected under trademark laws, but have also earned the recognition and respect of
global customers. One-of-a-kind names like Sony, Microsoft, Rolex or Panasonic, all have many new options opened up with additional control for global online marketing and image building.

The losers in case will be the remaining 90% majority of the global businesses that are somewhat chasing illusionary fame and are still convinced that their dysfunctional names are real winners. They believe that by hopping all over the world with new suffixes, they will be able to push their names to the very top, but they never will. Cyber identities such as dynamic.net, dynamic.biz, dynamic.info, or dynamic.dynamic could be of a single business empire, or many different ones.

The fact remains, it will never become an exclusive identity as long as it is grossly diluted. Today, 99% of businesses are in serious duplication or global language confusion mess. When the laws of corporate nomenclature are sacrificed over logo-based identity that creates a false illusion of fame, this disregard to the value of alpha-structure will now once again result in failure. Accidental naming covers 99% of businesses all over the world and this domain blast is a noisy wake-up call to big and small players of the world alike.

As predicted in 1998 in my book, 'Domain Wars', global pressures will eventually force the opening of the Domain Registration to a free-for-all model. All these additional suffixes will now lead to billions of redundant domain names and a massive confusion that will stem from a booming domain name registration after markets. Trademark lawyers will also benefit greatly from this tidal wave while businesses on the other hand will be forced to acquire a sharper awareness of the complexity of naming and Five Star Ownership.

The internationalization of the net is also a good thing, and this policy accommodates billions of new players ready to join the race online. English domain names would eventually become dwarfed against the forces of Chinese and other foreign languages. The new name economy clearly predicts non-English based e-commerce powerhouses. There are also looming dangers on how the Internet, based on population, could end up being split among super nations.

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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