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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 .android Dot Brand

Android is a Linux-based open source mobile phone platform. The Open Handset Alliance (OHA) is a consortium established to develop open standards in the mobile space, and includes major companies like Google, Intel, Motorola, Sony, NEC, Huawei Technologies, Samsung Electronics and LG Electronics.

Google's domain registry, Charleston Road Registry, has applied to operate the .android string. Having a specific meaning, it will be differentiated from generic extensions like .com and .net.

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The proposed gTLD will provide the marketplace with direct association to the term, "android." The mission of this gTLD, .android, is to provide members of the Open Handset Alliance with a dedicated domain space in which to enact relevant second-level domains.

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("Second-level domains" refers to the words left of the dot.)

The .android extension will be available to the more than 80 OHA members who will be able to utilise a highly relevant and meaningful domain like It will thus be a restricted registry.

There will be a careful strategy to ensure that all .android websites are relevant and legitimate. "When Internet users visit a website in the proposed gTLD environment, they will be able to reliably expect content relevant to the proposed gTLD."

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Charleston Road Registry, as the registry operator, will define the specialized meaning of the term and, based on this definition, will identify criteria for registrants to operate in the proposed gTLD. Only entities that meet these criteria will be entitled to register for a domain in the gTLD.

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Google will allow ICANN accredited registrars to offer .android domains. The ultimate aim is to facilitate greater communication of android related content for the benefit of all OHA members, Google itself, and all android mobile users and providers. "When Internet users visit a website in the proposed gTLD environment, they will be able to reliably expect content relevant to the proposed gTLD."

Google wants to make an impact on consumer behavior, and to promote awareness and understanding through its marketing and public relations efforts, intends to promote its portfolio gTLDs collectively.

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Charleston Road Registry will reach out to the Internet community via a number of different outreach and communications methods and venues to deliver its mission and message to the public, including but not limited to: press briefings, videos posted on various Internet sites, blogs and other social media, and paid advertising.

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SPECIAL NOTE: Google may charge premium pricing for certain premium domain names. (Pricing and renewal price escalation is likely to become a big issue with the new generic domain names being concurrently released.) "Charleston Road Registry reserves the right to charge different prices for unique second-level domains within the gTLD..."

globe pictureGeographic Dot Brands

Android's registry will reserve protected geographic descriptive domains from the applied-for TLD after having reviewed the Registry Agreement and the GAC's "Principles Regarding New gTLDs". These reserved names take into account the ISO 3166-1 list and a UN manual for the Standardization of Geographical Names, for example. With regard to two-character country code signifiers (like DE) such names would only be released after agreement and consulting with the government, country-code manager, ICANN and the GAC.

Possible .android 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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