[3] In October 2013, the Trademark Clearinghouse announced new rules for sunrise periods for new generic top-level domains (gTLDs) that were rolling out as part of the New gTLD Program.
This type of sunrise has so far been very rare among New gTLD strings, and has benefits for registries while causing concerns for rights holders.
Every new gTLD is required to organize a sunrise period of at least 30 days before domain names are offered to the general public.
[6] A brand owner should be aware of the launch of new TLDs to educate himself on the different tactics i.e. defensive registrations, monitoring, blocking or creating a new strategy; registering a mark in the TMCH is the first step.
It is a notification service—mandated by ICANN for all new gTLDs—to warn both domain name registrants as well as trademark holders of possible infringements.