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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 .cisco Dot Brand

Cisco Systems, Inc. builds networks to transform how people "connect, communicate and collaborate". The company has around 63,000 employees operating in over 240 offices around the world. It provides a wide range of networking-based technologies and associated products and services.

Cisco plans to implement the .cisco domain extension as a means to create authoritative destinations which possess the assurance of brand authenticity. This high level of trust and confidence for internet users will eliminate user confusion and foster interaction with the company.

The new domain names will add a new perspective to the company's existing portfolio of about 190 "exact match" domains such as, and

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The new .cisco gTLD will operate as a restricted registry, in which Cisco Technology, Inc (Cisco) can create and control domain spaces that promote its brand identity and authenticity. In this regard, the .cisco gTLD will be used by Cisco to provide information, services and resources to consumers in a way that promotes trust, convenience and utility.

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Cisco intends to launch about 50 domains in the first year, rising to around 650 in a few years to support its products and services.

Cisco plans to apply marketing strategies and brand management principles to leverage the .cisco string to reach out to potential customers. With consumer trust as the foundation and reliability a characteristic, continuous innovation will be a paramount concern.

Consumers will benefit from enhanced options for interaction with Cisco. The company will have great flexibility in the creation of new domain names which will lead to innovation and greater choice: "the proposed new gTLD will enable user-driven improvements and innovations, which will enhance Cisco’s marketing efforts through the ability to create new second and third level domain names on demand."

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At Cisco, creating long-lasting customer partnerships and working alongside customers to identify their needs and provide solutions that support their success is paramount. Through networked technologies and partnerships, Cisco aims to enable its customers to be more competitive and differentiate themselves in the market by solving their most important technology and business issues.

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Cisco owns a trademark for "Cisco" in about 115 countries, and holds registrations containing the "Cisco" mark in 147. The company has a strong focus on developing partnerships with customers, and anticipates that the trust and assurance inherent in a .cisco domain will benefit the company and the public.

Being under the sole control of the company, .cisco domains will be carefully controlled and secure, a procedure that "eliminates the possibility of malicious conduct within the .cisco domain space..."

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The volume of commercial transactions over the internet is growing and bringing benefits of simplicity and lowered transaction costs to businesses and consumers. However, at the same time, criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated, resulting in loss of consumer confidence beyond mere monetary harm.

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globe pictureGeographic Dot Brands

Cisco wishes to abide by the GAC's principles regarding the reserved status of country and territory terms used in the company's domain names. So two character labels and country names will be initially reserved. However, Cisco believes that these principles are much less relevant to a closed brand TLD than to open registries (such as .web for example). Further, geographic names could add to the user's experience by improving and simplifying navigation to Cisco websites.

Cisco points out that the judicious use of country domains is unlikely to be confusing or detrimental to anyone, including country code domain registrars. A domain like is clearly and solely a defined destination for Cisco. The company plans to initiate or participate in an application to the GAC and ICANN to enable the use of geographic domains.

Cisco 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 Cisco's content that is specifically relevant and targeted to users in the particular geographic region and in line with local customs, laws and regulations.

Possible .cisco 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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