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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 .barclays Dot Brand

Barclays Bank PLC is a major financial services provider operating in more than 50 countries. The bank is engaged in personal banking, credit cards, corporate & investment banking and wealth & investment management.

As a big player in the financial services industry, security is obviously of paramount importance to Barclays Bank. The level of trust and security possible by strictly controlling the .barclays domain extension is recognised by the bank and their application states that "...vulnerabilities to Internet users accessing .barclays websites can be eliminated."

Barclays anticipates that a new level of trust and confidence on the internet will develop from the use of brand domains like .barclays and those of other companies using dot brands. They even go so far as to describe their TLD as an "Internet 'lighthouse' ".

By prohibiting other registrants from the space, all sorts of fraud and online crime can be prevented. This is in the public interest.

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The mission/purpose of the .barclays TLD is to provide an authoritative, intuitive and cohesive communications channel to Barclays Bank PLC... through its globally-recognised Barclays brand...

Innovation differentiates Barclays Bank from its competitors as it strives to address the changing needs of its customers. Barclays Bank's plans in relation to the .barclays TLD are an important aspect of this innovation...

(the TLD) ...will provide an innovative and flexible digital space that is able to rapidly adapt to accommodate the digital needs of Barclays Bank within a constantly evolving online space.

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Barclays believes that its new "clear and logical" branded domains will help to enhance its reputation for leadership and online innovation. The bank believes that its planned innovation program, such as in online service, will increase trust in the TLD, generate public interest, and ultimately promote competition on the web. Surveys will be conducted to assess progress. "An additional benefit to Barclays Bank will be in furthering its existing reputation as a global leader of the financial services industry."

The bank is envisioning migrating their existing content over to the .barclays TLD. They will likely proceed cautiously, with a watchful eye both on consumer interest and on the activities of corporations in many industries.

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Barclays Bank sees the .barclays TLD as a unique opportunity to transition its existing Barclays domain name portfolio and online presence to an authoritative, dedicated, and trusted online space that is clearly, concisely and relevantly named. Customers – current and prospective – will be able to interact with Barclays Bank with confidence.

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Barclays aims to build both its brand and the reputation of its TLD. Marketing campaigns are already being considered. "The TLD will allow key products and marketing campaigns to be supported by shorter and more relevant domains names that are easy to remember."

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External Barclays Bank marketing campaigns will include the .barclays TLD and drive traffic to .barclays websites.

Brand building will be achieved through the organic usage and replacement of the existing domain name portfolio and incorporation of .barclays into existing global and directed marketing in order to influence consumers. Once established, the TLD's reputation will serve as a springboard for efforts to promote the TLD, facilitating its mission/purpose...

...the .barclays TLD will be introduced as the primary online destination for high profile advertising activity within pre-selected market and geographic segments. This will drive end-user utilisation and begin the process of behavioural change within the target audience.

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globe pictureGeographic Dot Brands

Barclays acknowledges that country names are currently reserved from registration under the Registry Agreement. The issue of country domains like is mentioned since it may be important in the future. "We understand that if we wish to release the reserved names at a later date, this will require agreement from the relevant government/s or review by the GAC, and subsequent approval from ICANN."

Possible .barclays Brand Domains (specifically named in the application) (specifically named)

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The promotion of .barclays-based websites will also provide an efficient marketing model that encompasses both brand and product. This is a far more efficient marketing approach than that currently employed – usage of existing TLDs and ccTLDs which are neither product or brand-related.

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A key point. BRAND + PRODUCT.


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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