Management of brands in the 21st century requires an understanding of the laws and protocols governing the internet. ICANN which is the nodal body looking into all domain names, has clearly set out policies for firms adopting suffixes. These norms have been lately liberalized which adds to the chaos as several firms are adopting this tactic of purchasing multiple domain suffixes. This has an adverse impact especially on digital marketing as a purchaser may be directed towards xyz.net instead of xyz.de which was the initial purpose. This is where firms have to be extra cautious.