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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 .axa Dot Brand

AXA SA is one of the world’s largest insurance groups and operates in 61 countries. The group has more than 200,000 employees.

AXA wants to consolidate its brand reputation and ranking on the internet by providing a new, trusted identifier, .axa, at the top level of the domain name system. Further advantage will flow from the versatility of owning a brand TLD and consistency in divisions and distribution. Multiple opportunities are envisioned while web growth continues in both sales and pre-sales.

There are many possible benefits of a brand domain.

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Visibility: .axa will bring a high degree of recognition and specialization to the currently existing name space. Where in most cases the specific connotation that has been initially given to the gTLDs (or even ccTLDs) has disappeared, the .axa top-level domain will be unambiguous as regards the identity of the Registry Operator, the source of the content and services offered...

Consistency: .axa should enable to consolidate the whole presence of the firm and its partners on internet... A common gTLD would be the easiest and most effective way to unify the presence of the group on the web...

Brand protection: AXA is the #1 insurance brands in the world. Therefore it needs to take all the precautions to ensure the protection of the brand especially at a digital level...

Safety / security: .axa will enhance the level of security given the fact that the TLD... will be completely or at least partially under the control of the Registry Operator. Security is both a priority for the customers and partners as it is the best way to ensure a safe environment on the web.

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AXA already has quite detailed plans about five major domain categories:

1. Entities (eg. pension funds, asset management)
2. Business Lines (eg. property & casualty, investment)
3. Marketing (eg. campaigns, web TV)
4. Internal (eg. departments, intranet)

5. Partners (eg. brokers, sub-contractors)

AXA was recently named as the world's top insurance brand. The company is examining ways of leveraging its .axa string to existing and future clients, and publicising "the (gradual) move from the AXA Group's domain name portfolio to the .axa TLD..."

AXA also describes some of their strategies to raise awareness of this gradual migration.

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1. integration into future internet/television/press advertising campaigns;
2. having Internet traffic to its key domain names resolving into domain names registered in the .axa TLD;
3. Integration into email marketing campaigns; etc.

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globe pictureGeographic Dot Brands

Since AXA is a large international insurance company operating in 61 countries, with obvious benefits acccruing from use of geographic phrases and terms in its communications, it is seeking to use geographic descriptions like where permissable in the Registry Agreement. It is highly probable they will quickly apply to use country names which are currently on the reserved list.

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Given the fact that the Applicant is an international Group which is an insurance company of high repute, known worldwide, it has a vested interest in giving its visitors, customers and business partners a clear and predictable naming scheme in the .AXA TLD. Since visitors and customers may mainly be looking for offers and activities organized by AXA business units on the basis of their geographic destination, the Applicant may indeed develop plans in order to register domain names that exclusively contain geographic names (country names, city names, names of regions, etc.)

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Possible .axa 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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