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Sample Brand Domains


.merck (1)
.merck (2)



This small list of brand domains represents less than one eighth of around 680 pending applications. The potential collective impact on the internet is significant — given the immense resources and market power of these global corporations.

NOTE: IDNs (internationalized domain names) such as brand names in Chinese or Arabic scripts are not currently covered by this site.





The .airbus Dot Brand

Airbus S.A.S. is one of the world's leading aircraft manufacturers and a leader in the aerospace and defence industries. It has 55,000 employees around the world.

Airbus currently owns close to 700 domains like,, and

The .airbus TLD will be operated as a restricted registry to promote its authenticity and brand identity. Airbus plans to use second level domains to promote its products and communications, so domains like for example are likely to be launched and communicated. Airbus emphasises the trust that will ensue from use of its own dot brand, since, being the sole registrant of .airbus domains, deceptive or illegal websites can be prevented in the name space.

Over time, consumers will come to recognise the validity and authenticity of all .airbus websites.

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... .airbus will be used by Airbus to provide product information, services and resources to consumers in a way that promotes reassurance, trust, convenience, visibility and utility. The .airbus gTLD will provide an authoritative internet space for Airbus, its affiliates and partners that are associated with the brand.

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Airbus plans to launch around 100 .airbus sites in the first year, and "the number of registrations is likely to increase up to 450 domain names as Airbus develops and implements new services and marketing campaigns."

The company points out the registration limitations and problems of the current domain name system. Possessing its own dot brand will enable Airbus to circumvent this growing problem.

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It is often difficult to register a domain name in existing domain space due to unavailability of the desired name, as such limiting the organisations visibility in some markets. This problem is amplified for organisations such as Airbus who work across many different jurisdictions and geographical markets. Even when the desired domain name is available, it may come with a high price tag associated with a purchase of such desired name from a third party.

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Airbus plans to use innovative marketing to promote its products & services and build its brand reputation. This strategy will include geographic names when permissable and IDNs in multiple languages. Over time, this communication will encourage web users to visit the new, official, .airbus sites.

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The proposed new gTLD will be publicised by a media plan to promote recognition of the new gTLD within the internet community to be a trusted site and as a sign of authenticity.
During the initial stage of the operation of the proposed new gTLD, it is anticipated that internet users will be re-directed to current websites.

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Airbus believes that its proposed brand TLD will facilitate a higher level of trust and implied authenticity for visitors to the new company websites, without affecting convenient and efficient navigation and interaction. By being a closed brand registry under sole ownership, the .airbus string will counter various security and privacy issues.

...criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated resulting in loss of consumer confidence beyond mere monetary harm.

globe pictureGeographic Dot Brands

Airbus SAS will comply with Specification 5 of the Registry Agreement by initially reserving from registration certain specified country and territory names within .airbus domains.

However, the company points out that geographic identifiers can benefit consumers by providing simple and intuitive addresses for Airbus content. This will be targeted, relevant, local content.

Further, the Applicant draws a distinction between a brand domain applicant such as .airbus and a generic TLD applicant like .health*. The public interest v. public harm aspects of each category is after all quite different.

A domain like, since every similar domain is authenticated by Airbus SAS, would be in the public interest.

A domain like (in an open registry model) could potentially be against the public interest since it could be misleading and operated by a fraudulent operator.

* Example by this website, not Airbus.

The application proposes several possible methods in which Airbus may apply to various governments, ICANN and the GAC to be able to use country domains. The company has an interest in using some two-character label or country & territory terms at its discretion.

...AIRBUS SAS assumes that several of the recommendations directed towards new registry operators, in general, are less applicable in the case of Single-Registrant operational models such as .airbus than in a completely open Registry model.

Airbus makes it clear that it wishes to respect any sovereign government's interest in any geographical domain. The Applicant also states: "AIRBUS SAS will not use geographic names until ICANN has approved such use."

Generally, it is extremely unlikely that AIRBUS SAS's tightly controlled use of any or domain name could be confusing or detrimental to users, or otherwise offensive to any country. Nor is it likely to be detrimental to the operator of a country code top level domain.

NOTE: cc = country code

Possible .airbus Brand Domains


Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.

All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.

Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.

This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.

It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.

ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.

For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).

If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.

ICANN new gTLD applications

ICANN official website



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The Brand Domains — it's unprecedented — the advent of around 680 companies launching their own dot brands began in 2014.



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