Generic terms, for example, are not accepted, and trademarks are approved only for those who legitimately hold them.

ECONOMIST: The game of the name

While brand-based and generic TLDs are fascinating in terms of their potential to shake-up domain name giants and revolutionize online branding, only a handful of them will possess staying power.

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With the leading generic players taking more fragmented approaches in terms of strategic direction, mergers of equals are unlikely and smaller targets will remain in vogue.

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