Before the START of any of the new domains, ie NOW, is the perfect time to register your trademark or brandname. This way you will prevent it to be registered by anyone but you in future.
ICANN has created the Trademark Clearinghouse to protect the trademark owners in the forthcoming launch of over 1,000 new top-level domains in 2013 and 2014. The Clearinghouse will act as a single database of certified registered trademarks and will be used to protect trademarks and intellectual property of their owners. Registered trademark owners will receive access to a single solution that will help protect their rights and enable them to participate in the start-up period of new top-level domains (sunrise).