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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 .bbc Dot Brand

The public broadcaster the British Broadcasting Corporation was established in 1927 with broad aims to promote learning, citizenship, creativity, culture, awareness, communications and entertainment.

A growing variety of online services are offered on internet devices including news, weather, sport and children's programs — plus a large archive of content. "The BBC is developing Online services to provide audiences with simple access to even more content on the latest internet-connected TVs to further deliver benefits of emerging technologies to the public." The BBC strives to be at the forefront of online technological innovation, and with its .bbc application, is seeking to develop a scalable platform for online services which is tightly controlled and secure.

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The mission of a .BBC registry will be to enhance BBC Online services for its audiences in line with the BBC's overall mission and public purposes by providing the BBC with a new technology platform for future innovation...

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As a big holder of intellectual property rights, the broadcaster also wishes to preserve and enhance the integrity of the world-famous "BBC" brand. The BBC believes that its TLD will become a trusted sign of authenticity and enhance the value of the BBC brand. "The .BBC domain is a distinctive label that will become part of the overall BBC brand, and the BBC plans to utilise the .BBC domain in conjunction with its current portfolio of BBC domain names."

The BBC anticipates that their millions of daily visitors will benefit through improved communication choices and ease of use.

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To assist BBC audiences and users of BBC Online services to understand that .BBC domains are for BBC Online services and are genuine and can be trusted, the BBC intends to create a home page for the registry with clear messaging and an audience enquiry process.

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globe pictureGeographic Dot Brands

The BBC does not currently plan to apply for reserved country names, like for example, but leaves the possibility open for the future. Country names at the second level such as those on the ISO 3166-1 list are currently reserved from use under the Registry Agreement.

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We envisage that over time, there will be demand from brand TLDs leading to the development of a standardised process for requesting GAC review and ICANN approval for the release of country and territory names for registration by the Registry Operator when the registry is a single entity registry. When such a process is in place, the BBC expects to apply for the release of country and territory names within .BBC.

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Possible .bbc 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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