Sunrise Period

The Sunrise Period is a special time when trademark owners can register domain names that match their brand or trademark before they are generally available to the public. This phase helps protect their intellectual property by allowing them to secure relevant domain names early on, reducing the risk of cybersquatting—where others register domains similar to well-known trademarks with potentially harmful intentions. Typically, the Sunrise Period comes before the official public launch of a new top-level domain (like .brand or .shop), giving trademarks an exclusive window to register their names.