The Internet domain name system will undergo dramatic changes in the months ahead with the introduction of new generic top-level domains (gTLDs) by The Internet Corporation for Assigned Names and Numbers (ICANN). While .com has long reigned supreme, companies will soon have an opportunity to obtain new gTLDs consisting of virtually anything, such as .sports, .newyorkfashion, and even ".brand." Companies will also be able to make individual domain names available to the public within the gTLD.