Europe's own identity on the Internet becomes a reality today as the ".eu" web address opens for business.
A huge rush of applications from the public is expected from 10am when bids from all European residents can start for free registration of variations on the ".eu" domain name.
But big businesses and public administrations have already got in first: for the last four months they have been able to secure their trademarks online - if they could beat off the opposition.
Casualties so far in this new branding battle include Ralph Lauren and Nestlé, who both lost out on the "polo.eu" domain name to Volkswagen.
Land Rover was also beaten to the "discovery.eu" name by the Discovery Channel after both claimants lodged applications within four minutes of registration opening last December 7th.
NetNames, an accredited registrar for the new .eu European domain name, estimates that 330,000 applications have been received since then, vying for the rights to 235,000 different domain names ending in ".eu".
Some of the remaining 95,000 bids are now in dispute where two or more brands or businesses claim prior right or special treatment for their trademark.
But ".eu" domain names are approved on a first-come-first-served basis — and German, Dutch and French businesses have been much quicker off the mark than their British rivals in preventing their favoured web names going to competitors or "cybersquatters".