With the growing realization that current Internet protocols are reaching the limits of their senescence, several on-going research efforts aim to design potential next-generation Internet architectures. Although they vary in maturity and scope, in order to avoid past pitfalls, these efforts seek to treat security and privacy as fundamental requirements. Resilience to Denial-of-Service (DoS) attacks that plague today’s Internet is a major issue for any new architecture and deserves full attention. In this paper, we focus on DoS in Named Data Networking (NDN) – a specific candidate for next-generation Internet architecture designs. By naming data instead of its locations, NDN transforms data into a first-class entity and makes itself an attractive and viable approach to meet the needs for many current and emerging applications. It also incorporates some basic security features that mitigate classes of attacks that are commonly seen today. However, NDN’s resilience to DoS attacks has not been analyzed to-date. This paper represents a first step towards assessment and possible mitigation of DoS in NDN. After identifying and analyzing several new types of attacks, it investigates their variations, effects and counter-measures. This paper also sheds some light on the debate about relative virtues of self-certifying, as opposed to human-readable, names in the context of content-centric networking.