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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 .cba Dot Brand

The Commonwealth Bank of Australia is Australia's largest retail bank and a major provider of integrated financial products and services. It is listed in the top ten largest banks in the world by market capitalisation.

The Commonwealth Bank's mission for its .cba domain string is to promote trust and confidence in its online operations. The CBA intends to strongly promote its authenticity and brand identity. The .cba domains will be used to communicate the bank's products, services and marketing. Innovation is also a key intention.

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...consumer trust, brand reputation and continuous innovation are paramount considerations in all its activities. As well as strengthening CBA's position as Australia's leading online bank, the .cba gTLD will enhance consumer trust and confidence in CBA's online brands by providing a more secure and authentic online banking environment.

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The bank plans to launch about 10 new domains in the first year, rising later to around 50. (That would rise if country names are permitted left of the dot — see below.)

As Australia's largest retail bank, the Commonwealth Bank places a high priority on the security of its applied for brand TLD. Privacy and confidentiality are prime concerns. The bank anticipates that once the trust and security of its new TLD are established, it will benefit consumers through convenient and efficient access.

The branded TLD is expected to provide a safer online experience and protect against criminal activity. "It is estimated that time and money spent by consumers who have been targeted by malicious abuse in utilising services on the internet will reduce over time as a result of the new, trusted .cba gTLD."

The closed, brand domains will have a key advantage over open registries like .com. Consumers will quickly become aware that all .cba domain names are owned by the Commonwealth Bank, and by inference, safe and secure.

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...the development in this arena in the current domain name system has exposed both businesses and consumers to increased criminal activities over the internet, including data breach, hacking and phishing. These sophisticated criminal activities cause reputational damage to businesses as internet users lose consumer confidence and trust with the businesses targeted by such criminal activities. .cba will facilitate greater trust and assurance from internet users connecting with CBA online...

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The bank intends to use its new .cba TLD to simplify communications with visitors. Navigation will be fast to this distinctive domain space. Domains will be short, relevant and intuitive, such as The bank is seeking to build a coherent online brand identity that consumers can trust.

It is currently difficult to acquire a good domain for a new offering, it is either unavailable or highly expensive on the aftermarket. "CBA will be able to combine its use of the domain space with innovative user focused marketing and services to address the currently unmet needs in the existing domain name system providing greater consumer choice."

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The .cba domain space will strengthen CBA's online brand reputation by enhancing security and providing authentic and memorable domain names that are relevant to customers. The ability to create domain names on demand related to specific marketing campaigns, specialty service and product development supports these goals.

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At launch, the bank expects that its new domains will simply re-direct to existing website pages. Over time, this should change with communication and encouragement. "The proposed new gTLD will be publicised by a media plan at time of implementation to promote recognition of the new gTLD within the internet community to be a trusted site and as a sign of authenticity."

globe pictureGeographic Dot Brands

The Commonwealth Bank respects and abides by the GAC's principles regarding the reservation of country domains such as At the same time, the bank believes that those principles are directed at the new open registries for generic words, rather than at brand registries.

However, CBA believes that the use of geographic terms can provide great benefit and simplicity to internet users because these terms are intuitive ways to resolve to CBA's content that is specifically relevant and targeted to users in the particular geographic region and in line with local customs, laws and regulations.

Hence, the bank will be applying for permission to use various reserved geographic names. (This does not appear to be against the public interest, rather, it would be in the interest of customers in the relevant countries.) "Generally, it is extremely unlikely that CBA’s tightly controlled use of any or domain name could be confusing or detrimental to users, or otherwise offensive to any country."

NOTES: cc = country code.

Please refer to the .cba application for details.

Possible .cba 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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