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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 .citi Dot Brand

Citigroup Inc. is a global banking company operating in 160 countries. Its products and services cover a wide range of offerings to meet financial challenges, field opportunities and connect millions of people.

Citigroup's mission as a global citizen is to serve individuals, communities, institutions and countries. Its application emphasizes innovation. "Applicant enhances its clients' and customers' lives through innovation that harnesses the breadth and depth of Applicant's information, global network, world class products and services..."

The Applicant is considering using the .citi domain string to enhance the scope of its famous and trusted brand.

The application makes the key point that economic inclusion and universal access to financial services is vital to ensuring that democracy and human rights reach their full potential.

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...the purpose of the proposed gTLD ("the TLD") is to further assist Applicant in accomplishing its mission of providing secure online banking and financial services, economic inclusion, and financial access through providing customers, clients, affiliates and subsidiaries with a technologically secure and advanced environment in which to learn about and access the products and services provided by Applicant and managing their financial lives.

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Upon launch of the .citi TLD, Citigroup will conduct an initial period of research, use the TLD for internal testing only, and monitor market trends and consumer behavior. If this evaluation is positive, only then will the Applicant provide banking and financial services to the public via .citi domain names.

The applicant sees great potential value in having its brand in its new domain names, and the range of shorter names possible will make them faster to type.

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The appendage of the TLD (.citi) indicates to users what they can expect to find at that website under the TLD, namely, premier and secure financial and banking goods and services offered solely by the famous and reputable Applicant. It also has another added benefit in that web addresses will become shorter — one impact of a dearth of 'good' web addresses has been for them to get longer over time.

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Further, the Applicant may proceed "without having to incorporate a non-branded, non-industry-related term such as .com, .net, or .biz."

Citigroup believes that great value will accrue from operating its own TLD domain system, since they will signal to internet users that they are safe and secure because they are owned in their entirety by the company. This is fundamentally important: "Because banking and financial websites have been the targets of fraudulent online activity..."

Consumers want the most trusted source possible for sensitive services such as finance. "The goal of the TLD... is to continue to promote Applicant’s reputation for excellence and high levels of security and advanced and enhanced technical capabilities." The end result would be that "customers can reduce their concerns regarding corruption, security, spam, phishing or false or inaccurate information..."

The Applicant currently uses a very wide variety of media to communicate with the public, from press releases to web videos, from apps to social media, from TV ads to billboards etc. It is envisioned that the new .citi TLD will be incorporated into these media efforts with the aim of increasing consumers' knowledge and experience.

The new TLDs will focus on internet visitors, not Citigroup's aims.

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By focusing on the end user, Applicant will ensure that it is providing the best specialized user experience possible. To do this, Applicant will employ customer focused testing to determine what their expectations are for an Applicant-branded TLD experience and then tailoring the TLD to its end users.

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globe pictureGeographic Dot Brands

After a thorough review of the Registry Agreement guidelines on the reservation of certain defined geographical names, Citigroup intends to initially refrain from registering country domains at the second level (left of the dot).

...Applicant will, in connection with its registry services operator and registrar, initially reserve from registration by any party names with national or geographic significance at the second level and all other levels within the TLD during the TLD's Sunrise Period and Trademark Claims Period.

This launch policy may well change within a short time frame.

Applicant may allow the reservation of domain names identical to the above-identified geographic names only by Applicant. Thereafter, Applicant will ensure... that the geographic names will be used only... for promoting, providing information about, andžor offering Applicant's goods and services directly to the customers or potential customers from the relevant country or territory indicated by the domain name.

Possible .citi 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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