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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 .allstate Dot Brand

Allstate Fire and Casualty Insurance Company is a large insurance group with a network of 12,000 agents providing a range of products across the United States, Canada and the UK.

Allstate intends to launch its own brand domain to be able to use it as a trustworthy destination for its services. They wish to attain a level of trust possessed by the .gov and .edu extensions. Further, by using relevant, meaningful and logical domains, .allstate domains will be highly intuitive and expand consumer convenience and choice.

Allstate currently operates a variety of domains such as and They are planning to launch a brand domain that will be a trusted source of information about the company's insurance policies. This will "provide a single, online source identifying function for its current and future customers around the world, instead of the current mix-and-match approach that Allstate is forced to resort to as it expands into different markets."

A further advantage will lie in minimizing piracy and other malicious activities.

Less than 10,000 domains are envisaged to be planned in year one, and less that 50,000 are envisaged to be operational in year five.

Allstate believes that a .ALLSTATE gTLD would provide a single, online source identifying function for its global customers, instead of the current mix-and-match approach that Allstate is forced to resort to as it expands into different markets around the world.

Allstate will begin with a very limited test of the .allstate extension, with internal use planned by IT and security personnel. Later, they will "begin evaluating strategies to potentially migrate traffic away from Allstate's current patchwork network of second-level domain names, which are registered in a variety of gTLDs and ccTLDs, to .ALLSTATE."

That is, if each stage of the rollout is successful, the company will consider shifting content away from existing websites to the new .allstate domain space (without necessarily discontinuing any previous sites, which may well operate in parallel).

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Recognizing the potential dynamic evolution of a .ALLSTATE gTLD as a trusted brand namespace, Allstate Fire and Casualty Insurance Company, ("AFCIC") is filing this application to bring the .ALLSTATE gTLD to the Internet. ...with the goal of advancing Allstate's business interests and ability to effectively compete globally.

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Allstate plans to proceed carefully with the rollout of their dot brand domains. In particular, they will observe what the other 600 plus brand domain owners do with their new domain strings, and likely use that knowledge to influence their own plans.

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AFCIC will be analyzing and evaluating other .BRAND gTLD applications as well as general market adoption to determine meaningful use case options to most effectively serve and enhance Allstate's online strategy as a leading insurance provider with operations in a variety of segments.

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The company will begin planning their new dot brand websites and evaluating the possibility of migrating content to them. And, moving content permanently over to the new domain space is specifically not ruled out.

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Depending upon the analysis of the evaluations undertaken in Stage Two, AFCIC may begin to implement the permanent migration of Internet traffic away from the gTLDs in which Allstate's domain names are currently registered, and toward the new gTLD... The dates of such expansion are subject to change depending upon business, strategic, and industry factors at the time.

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Allstate believes that their new domain string provides a great opportunity for innovation and relationship building with consumers.

Allstate will proceed very cautiously, saying "Allstate plans to start using these domain names primarily as redirects to existing .COM domains."

globe pictureGeographic Dot Brands

The Applicant is very aware that significant benefits may be possible for consumers by utilizing country and territory identifiers left of the dot in .allstate domain names. At the same time, the company is also very aware that the same country identifiers are very important to the national interests of the respective governments concerned.

Allstate will therefore initially reserve the appropriate country and territory names at the second level as described by internationally recognized lists in the New gTLD Applicant Guidebook, for example the geographical names in the ISO 3166-1 list.

Allstate points out that it currently uses geographic terms in its current conventional domain space to provide intuitive navigation to consumers. This assists with local navigation and is demonstrably in the public interest. Hence, the company intends to seek the appropriate approvals to be able to use country names in the .allstate TLD. The Applicant is interested in working with other new gTLD Registry Operators to achieve this aim.

This use of geographical identifiers to the left of the gTLD and as part of the domain name itself is believed to have a direct and material impact on search engine algorithms and their corresponding query results. In addition, such naming conventions are intuitive and practiced by direct navigation Internet users...

Allstate wishes to have the option to use geographical identifiers in a fair and non-misleading manner. It points out that its dot brand application would fully comply with World Intellectual Property Organization prohibitions such as "false descriptions of the geographical source of goods".

Possible .allstate 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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