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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 .bridgestone Dot Brand

Bridgestone Corporation is a major rubber tire industry company operating in over 150 countries with more than 140,000 employees. The group's 340 companies make products for cars, trucks, construction & mining vehicles and airplanes.

The .bridgestone domain extension will support the ideals and branding of the company. The ultimate goal is to provide a positive and streamlined experience for internet visitors and encourage interaction with Bridgestone. The new TLD will provide an opportunity to enhance their current portfolio of more than 2000 domain names.

A paramount concern will be to build a high reputation for the TLD, a destination that is trustworthy, safe and legitimate.

The application is fairly specific in describing some categories under the .bridgestone label.

quotation mark

...the TLD will provide an easily navigable and predictable domain name space. For example, geographicnames.BRIDGESTONE for locations of The Company's localized websites, function.BRIDGESTONE for websites related to that company function, product.BRIDGESTONE for websites related to that product. All of this will lessen users' confusion when interacting online with The Company.

quotation mark

A strong online presence is a key part of Bridgestone's vision. The .bridgestone TLD will be an important point of differentiation. Communication will benefit "by having an ample supply of relevant and available domain names to use in its business", and, "an ample supply of immediately available, inexpensive domain names relevant to The Company is likely to pay dividends in ways we do not currently foresee".

Possessing a brand domain string will solve the problem of finding domain names. "Today, it is often difficult to find a relevant and easily available domain name from existing registration providers. Even if one is found, often pricing is prohibitive because the domain name is only available on the secondary market."

quotation mark

The .BRIDGESTONE Registry will provide an Internet space, under the control of The Company, to allow for the distribution and exchange of information among The Company and its stakeholders by means of, but not limited to, websites, social networks, email and other technologies that will reside within the .BRIDGESTONE domain name space. In addition, ancillary services may be provided...

quotation mark

After several years of sole operation, Bridgestone may consider licensing use of the extension to company affiliates.

Navigation to online content is expected to be easier and intuitive which will enhance communications. Consumers will benefit from the trust implied by the closed, single registry model of .bridgestone. Policies should "ensure that domain names in the TLD are only used for purposes authorized by The Company. The Company intends to provide a safe and trustworthy Internet space, enhancing user experience by mitigating security-associated risks." Creating a positive user experience will be a priority.

quotation mark

They should intuitively come to know and use .BRIDGESTONE domain names to directly navigate to their intended destination. Search engines may be needed less, lowering consumers' time to get where they wish to go. Once they get there, they will have enhanced confidence that they are dealing directly with The Company or its Affiliates.

quotation mark

globe pictureGeographic Dot Brands

Under the Registry Agreement, Bridgestone will reserve geographic domains at the second level (left of the dot) in accordance with internationally recognised lists. The company keeps open the possibility that it will apply to the GAC for permission to use geo names in the future.

The application makes the good point that "Generally, it is extremely unlikely that The Company's authorized use of any countryname.BRIDGESTONE or cc.BRIDGESTONE domain name could be confusing to users, or otherwise offensive to any country."

It is hard to conceive of a reason why any person or any government would object to a name like

Possible .bridgestone Brand Domains (specifically mentioned in the application)


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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