Deal Names ad

brand domains graphic
home buttonimpact buttonfuture buttonspeculation buttongeneric domains buttonnews button

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 .bosch Dot Brand

Robert Bosch GMBH is a major supplier of technology and services in the fields of automotive and industrial technology, consumer goods and building technology. The group's subsidiaries and regional companies operate in over 60 countries and are represented in around 150.

The Bosch Group intends to use the .bosch TLD to communicate information about its endeavours to maintain a "strong online brand presence." The group already has more than 200 domains matching its 'Bosch' trademark.

It intends to launch around 50 new domains in the first year, rising to perhaps 200 in a few years, while carefully monitoring progress in sales & marketing. It looks forward to having the "ability to create domain names on demand related to specific marketing, specialty service and product development..."

It is often difficult to register a domain name in existing domain space due to unavailability of the desired name. This problem is amplified for organisations such as Bosch who work across many different jurisdictions and geographical markets. Even when the desired domain name is available, it may come with a high price tag associated with a purchase of such desired name from a third party.

The accelerating use of the internet makes it possible for both businesses and consumers to enjoy wider choices, and the .bosch string will generate authenticity and facilitate greater trust from visitors. "Together with consumer trust, internet users will be able to rely on the authoritativeness of the domain names under .bosch domain space, which will differentiate interaction between internet users and Bosch."

Further, the .bosch TLD will make it easier and faster for customers to locate relevant company websites.

Bosch makes a commitment towards ICANN's Affirmation of Commitments which include the following:

quotation mark

Registration of domain names will only be available to Bosch, its partners, franchisees and subsidiaries, which will provide added consumer trust that .bosch domain names are trustworthy.

Increased trust in .bosch gTLD will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs...

...the proposed new gTLD will enable user-driven improvements and innovations assisting Bosch's marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with Bosch.

quotation mark

The .bosch brand domains will eliminate user confusion and reduce security risks. The current domain name system of open registrations has led to the possibility of abusive registrations and online crime. "Bosch can address some of these vulnerabilities by maintaining complete control over the domain names registered under the .bosch domain space."

quotation mark

The proposed new gTLD will be publicised in Bosch's communication activities in order to promote recognition of the .bosch gTLD within the internet community to be a trusted site and as a sign of authenticity. Over time, it is foreseen that communication to the internet community of the existence of .bosch and encouragement to utilise the trusted site will contribute towards minimising malicious abuses and protecting internet users.

quotation mark

globe pictureGeographic Dot Brands

Bosch does not currently plan to use geographic names at the second level, but does wish to leave future options open. In particular, to be able to engage with visitors in their native languages should it be deemed appropriate and valuable for stakeholders.

quotation mark

Should Robert Bosch GmBH decide that it wishes to delegate names in categories 2 and 5 above (various geographic signifiers), it will work through its service providers to explore options with ICANN and the Governmental Advisory Committee to ensure a mutually agreeable solution, and seek final approval from ICANN.

quotation mark

Possible .bosch 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



advertising graphic

brand domains logo graphic

The Brand Domains — it's unprecedented — the advent of around 680 companies launching their own dot brands began in 2014.



Privacy Policy

----- ----- ----- ----- -----


clock photo

Alarm Media



© 2013-14 David Tyrer  All rights reserved

Website by Click as a Flash

Terms and Conditions

TERMS, CONDITIONS, DISCLAIMER AND COPYRIGHT NOTICE. No part of this website may be reproduced or transmitted in any form whatsoever without the express written permission of the copyright holder. The right of David Tyrer to be identified as the author of this work is asserted in accordance with the Copyright, Designs and Patents Act 1988. The Brand Domains site ( shall not be re-transmitted, repurposed, printed, lent or otherwise circulated in any printed or electronic form without the written permission of the copyright holder, and shall not under any circumstances have these conditions waived for any recipient. The artistic integrity of the work contained herein may not be altered or repurposed in any way, shape or form without the express written permission of the copyright holder. This site contains links to other sites outside our control or ownership. No responsibility is taken for any action or advice you may take from these sites or from any of the information presented by these pages. The Brand Domains bears no relationship with some third party advertisers displayed on this site. Display of those advertisements does not constitute endorsement, recommendation or association with them. Any references to any trademarks or service marks are not our responsibility and not under our control. Information on this site is presented on an "as is" basis in good faith only and as such Click as a Flash makes no warranties regarding the accuracy, adequacy or completeness of any of the material provided. We cannot be held liable for any errors, inaccuracies or omissions in the material presented on this site or its links, nor for the consequences of acting on any information that may be presented, which may have changed or be out of date. We cannot be held liable for any financial or any other damages that may occur from accessing, relying upon or using any hypotheses, opinions, investment advice, commercial advice, ideas or concepts presented here. No information presented here should be construed as legal advice. Content of this site is well-intended opinion and hypothetical speculation only and should not be construed as legal or expert advice. No warranty is given regarding the accuracy of this site and any information used is at your sole risk. No liability whatsoever is accepted with the exception of any that may be required under Australian law. Any brand names mentioned on this site are trademarks or registered marks of their respective owners. Any use of these marks on these pages is purely speculative and hypothetical and any discussion of those marks and/or companies is purely opinion expressed in the public interest. Terms and conditions are subject to change without notice. Copyright in some images resides with istockphoto® and these photos are used under licence. All data, images, text, videos and audio are presented for viewing purposes only. No part of the data, images, text, photos, art, audio, logos, movies or trademarks or any other content may be repurposed, copied, saved, resold or reproduced in any way without written permission. Click as a Flash's registered Australian Business Number is ABN 62 188 088 529. © David Tyrer 2013-14 All Rights Reserved.


button to loungecast

button to click as a flash