Register the domain name as early as possible. This is necessary since the precedent in the emerging law is that the first company to register the name is the one that takes ownership if it has a valid claim to ownership.

Register multiple domain names if this helps the potential audience to find the site. For example, British Midland may register its name as and

Use the potential of non-company brand names to help promote a product. For example, a 1998 traditional media campaign for British Midland used as a memorable address to help users find its site.

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