Bernstein, however, says that each company should decide for itself what strategy is best. Look at your business model, analyze how people will use the Internet for your goods and services, and decide whether it's critical to have multiple entries to your company site through many names, or whether it's better to have an umbrella site. The difficult issue, he says, concerns cases where a number of parties have a legitimate right to a domain name, as in the Wharton example he offered earlier. There are hundreds of businesses that use these words in their name. Companies and trademark owners should be focused on how new names will be fairly allocated when there are competing legitimate interests.
Defensive registration is one way, but it's very expensive.
The group receives about seven new cases every day, and renders judgment within a space of two weeks. Smalldomain is a land surveyor based in England. For example, Coca-Cola's trademark in Chinese will look like gibberish to anyone but the Chinese. That means that speculators, or cybersquatters, can register these names as soon as the alphabets are approved, without fear of immediate retaliation. They could do this for Coke, Nike, IBM and every major brand under the sun.