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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 .cbs Dot Brand

CBS Corporation is a leading global mass media company with operations that include the spheres of entertainment, cable networks, publishing, local broadcasting and outdoor. Its monthly audience numbers in the hundreds of millions.

The .cbs TLD will commence with a testing phase and a staged roll-out depending on strategic business & industry factors and an analysis of the existing CBS domain name portfolio. "CBS Corporation will begin evaluating strategies to potentially migrate traffic to CBS Domains' new gTLDs, .CBS and .SHOWTIME." Depending on various factors, up to 10,000 domains may be launched in the first five years.

CBS will closely analyse and assess changes in the domain name space and in particular, the impact of the other 600 brand domains set to be launched. The company recognises the value of being able to launch short, memorable and intuitive domains at will.

Multiple benefits are foreseen for the company and for the general public from the new domain strings. The benefits include the following points.

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• Provide a trusted online marketplace for the hundreds of millions of consumers that use CBS Corporation's services;

• Provide CBS Corporation and its qualified subsidiaries and affiliates with the use of short and memorable Internet addresses in order to facilitate increased ease for navigation to CBS online content and other services;

• Serve as a secure platform for the distribution of copyrighted material to consumers.

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With its new brand domain, CBS is seeking to achieve a similar level of trust and authority that is enjoyed by the .GOV and .EDU domain extensions.

At first, the new .cbs TLDs will be redirected to existing online content under existing domain names. Reaction to the new domains will be closely watched. CBS will invest in marketing and communication to promote the new channels as time progresses.

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As a .BRAND gTLD, the primary factors driving CBS Corporation to seek the .CBS gTLD are differentiation and innovation. CBS Corporation is a leading global media company that uses existing technology and leverages emerging technologies to deliver content and services to its consumers internationally. A .CBS gTLD has the potential to serve as a cornerstone of this online strategy.

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The exclusiveness inherent in a closed dot brand registry will benefit the public by providing a trusted source for companies like CBS. As the sole registrant, CBS will control every domain in the space with beneficial results for visitors. The TLD will assist in the battle against online piracy and other types of online crime.

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CBS Domains' proposed operating rules to limit registration to CBS Corporation and its qualified subsidiaries and affiliates will provide a trusted online environment... eliminating the need for third-party brand owners to defensively register their trademark in the .CBS gTLD... (and) ...provide consumers with a trusted source for CBS Corporation's content, goods, and services without the risk of fraud, misdirection, infringement, phishing, malware, and other scams that consumers are plagued with in .COM and other open gTLDs.

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CBS foresees the benefits of implementing the .cbs TLD in the context of logical and intuitive global online destinations. Navigation will be simplified and efficient.

The company is in the first instance committed to reserving the specified country & territory names described in the New gTLD Applicant Guidebook, for example the shortform country names in the ISO 3166-1 list.

CBS currently uses a number of region specific domains such as, and which it describes as "fair and non-misleading use of geographical identifiers".

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CBS Domains would like to likely provide a hierarchical and intuitive framework for the .CBS namespace by using geographical identifiers as second-level domain names. This use of geographical identifiers to the left of the TLD and as part of the domain name itself is believed to have a direct and material impact on search engine algorithms and their corresponding query results.

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globe pictureGeographic Dot Brands

CBS has a stated commitment to "minimize any potential business practices that might mislead consumers." In the light of its current domain portfolio, and in the light of the benefits to CBS and the public through use of country identifiers within domain names, CBS intends to apply to be able to use geographic terms in the future.

After all, domains like and are not misleading, present no apparent harm to the Canadian government and have a potential public interest dividend in terms of streamlining online navigation. "CBS Domains is also committed to continually reviewing and updating these lists to prevent the misleading use of geographical identifiers."

Possible .cbs Brand Domains

NOTE: Every CBS TV show can have its own domain.


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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