The Internet Corp. for Assigned Names and Numbers will begin accepting applications this week for new generic top-level domains, or gTLDs, that will let companies replace URL suffixes such as ".com" and ".net" with brand-specific terms such as ".pepsi" or ".facebook". Most brands can expect to pay no less than $500,000 for a gTLD, and prices could top $1 million in some cases. "That makes it even more important to consider whether you have a real business case for the new gTLD," writes Jason Del Rey.

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