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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 .chanel Dot Brand

Chanel International B.V. provides a range of luxury products including Haute Couture, ready-to-wear, fragrance, cosmetics, leather goods, fine jewelry,watches and accessories around the world.

Chanel's mission in applying to operate the restricted .chanel TLD is to generate increased trust by operating new online destinations with maximum brand authenticity. The new sites will command authority and simultaneously protect and promote the recognition and value of the brand by virtue of being a closed registry.

Since the company operates in many geographical jurisdictions it has been a challenge in the past to obtain the optimum domain names to operate globally. Being able to create new and intuitive .chanel domain names on demand will be very convenient. New destinations will be created to feature Chanel content dedicated to luxury, fashion style and image.

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It is often difficult to register a domain name in existing domain space due to unavailability of the desired name... 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.

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Chanel expects to be able to communicate with visitors and customers more directly and efficiently by providing simplified navigation to its new sites. And innovation should lead to greater consumer choice.

The company believes the new .chanel string will help visitors avoid confusion and various online criminal activities, while at the same time, generating increased levels of trust.

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...sophisticated criminal activities cause reputational damage to businesses as internet users lose consumer confidence and trust with the businesses targeted by such criminal activities. The .chanel gTLD will facilitate greater trust and assurance from internet users connecting with the Chanel Group online, whilst still allowing convenient and efficient interaction.

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A key goal of the new .chanel TLD is to increase consumer choice and enhance utility. Chanel expects to launch between 5 and 20 domains in the first few years, a number which is likely to expand as the company creates new identities for its products and services. Chanel also believes that "this will also contribute towards general service innovations on the internet."

Chanel currently holds more than 180 "exact match" domain names for the brand including, and

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...the proposed new gTLD will enable user-driven improvements and innovations assisting Chanel'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 the Chanel Group online.

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globe pictureGeographic Dot Brands

Chanel abides by the recommendations regarding the reserved status of country & regional names within the new TLDs. However, the company believes those recommendations are "less applicable in the case of Single-Registrant operational models such as .chanel than in an completely open Registry model." Chanel hopes to find a mutually agreeable solution in consultation with the GAC and ICANN to enable it to be able to use geographical terms. (It is hard to find a reason to object to a domain like, it is very clearly a simple, corporate domain, without confusion.)

...Chanel International B.V. 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 Chanel International B.V.'s content that is specifically relevant and targeted to users in the particular geographic region...

Generally, it is extremely unlikely that Chanel International B.V.'s tightly controlled use of any or domain name could be confusing or detrimental to users, or otherwise offensive to any country. Nor is it likely to be detrimental to the operator of a country code top level domain.

NOTE: cc = country code

Possible .chanel 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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