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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 .cartier Dot Brand

Cartier International SA Geneve (owned by Compagnie Financière Richemont S.A.) is a luxury jeweller and watch manufacturer. Cartier's various divisions operate more than 1400 outlets for watches and accessories in more than 100 countries.

Cartier is applying for its own brand TLD to protect its intellectual property, advance its strategic goals and ensure the continued integrity of its brand. The .cartier brand extension is also intended to promote communication, foster innovation and build trust for the company. The application makes the following points.

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• To provide a platform for the delivery of secure, consolidated digital material for both industry professionals and consumers;

• To ensure Cartier remains at the forefront of innovation by keeping pace with internet technology developments; and

• To provide a single, trusted source of information for the press and governments regarding Cartier branded goods.

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A major goal of the .cartier string is to protect consumers from confusion. It should also enhance security and stability. Over time, consumers should come to recognise that the new branded domains, since they have a sole registrant, are necessarily authentic and trustworthy. This aspect thus has a public interest dividend.

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...since consumers may, in time, come to view .Cartier as the single trusted source for information regarding CARTIER goods and services, eventually cybersquatting involving the CARTIER brand in open TLDs, such as .com, may become reduced or eliminated due to the lack of traffic that such infringing domain names will be able to attract.

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Being in the jewelry and watch industries, Cartier has a particular interest in the battle against counterfeiting. The TLD application acknowledges this, and points out the benefits to consumers, jewelry dealers, investors and law enforcement agencies of operating a secure registry.

Richemont and Cartier are proud of their product quality and group brand integrity. The new .cartier TLD will serve to enhance these qualities.

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The goal is to position Richemont DNS, on behalf of Cartier, to exploit this latest internet advance in order to further enhance the CARTIER brand and reputation. We hope that this registry will be regarded by Cartier customers, as well as by the investors who follow our companies, as the authentic location for accurate information on Cartier's collections and products.

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With regard to the actual proposed domains, Cartier looks forward to being able to use shorter and simpler names. The resulting clarity has the potential to simplify its presence in the international domain name system.

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Richemont DNS is eager to operate a registry with shorter domain names that are universally applicable across the globe...

Richemont DNS looks forward to utilising the new registry in conjunction with Cartier’s current domains and are particularly keen to market under the term .Cartier in the future if the new gTLD process is a success. This new gTLD also enables brands to potentially leave behind complex naming hierarchies inherent in country code extensions.

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globe pictureGeographic Dot Brands

Cartier is committed to the Registry Agreement and will block the proscribed list of country and territory names from registration. (The possibility of governments themselves being able to use names in the future for anti-counterfeiting activities is acknowledged.)

The company mentions the possibility of registering country and territory domains at a later date. "We envisage that over time, there will be demand from brand TLDs leading to the development of a standardised process... When such a process is in place, Richemont DNS expects to apply for the release of country and territory names within .Cartier."

Possible .cartier 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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