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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 .clinique Dot Brand

The Estée Lauder Companies Inc. is a major manufacturer of quality skin care, makeup, fragrance and hair care products. These products are sold in more than 150 countries, and in addition to Clinique, the group sells under a variety of other famous brand names.

Estée Lauder's application for the .clinique TLD continues the company's tradition of brand and communications innovation. Clinique recognizes the phenomenal possibilities surrounding the internet and intends to continue growing its digital capabilities. It will continue "leveraging game-changing technologies, such as mobile applications and social media platforms, to allow our brands to connect with consumers in new and interactive ways."

Estée Lauder has enjoyed significant growth to its online channels where consumers can research and purchase products. For example, visitor numbers to various sites were: 2009 (41m visitors), 2010 (96.5m) and 2011 (125m).

The new .clinique TLD will simplify navigation for visitors and streamline business operations and services by creating a connected digital presence. The new websites will be able to deliver new marketing & advertising campaigns, create a personalized brand experience, build the company's reputation and exemplify Estée Lauder's leadership in innovation. The company believes "outreach and communication will be critical to building trust and confidence in the legitimacy of the TLD."

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Just as there is an increased opportunity for brands to use the digital world as a platform for building brand equity and awareness, there is also a greater expectation from consumers for brands to communicate with them transparently, authentically and in real time. In response to these new conditions, we evolved our e-commerce strategy to encompass e-commerce, m-commerce, digital marketing and social media as part of a multidimensional, full-picture digital strategy.

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The company foresees great opportunity for innovation and growth.

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This new digital world of e-commerce, digital marketing and social networking is becoming a key source of competitive advantage, fundamentally changing how consumers perceive, select, try and purchase beauty products.

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Since the only registrant of .clinique domain names will be the company itself, consumers will quickly understand the inherent trust in these brand domains. The authority of .clinique sites will counter malicious online conduct and the observation that "the proliferation of cybersquatting and typo squatting has placed a great burden on consumers to carefully tread online..."

The proposed .clinique gTLD will enable customers and other business partners and Internet users to distinguish on the face of the domain name alone whether the site is an authorized company site because the gTLD will be a restricted, exclusively-controlled online environment where only authorized company web properties and e-mail will exist and operate online.

Estée Lauder is planning a communications campaign aimed at partners and internet users to inform the market of the exclusive ownership of the TLD and the anticipated benefits and uses.

Estée Lauder anticipates conducting a multi-faceted outreach and communications campaign. It is anticipated that such a campaign may involve all communication channels, including but not limited to TV, mobile, print, social media, direct mail, online advertising and marketing via our active websites and other public relations activities.

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Clinique will comply with the new TLD Registry Agreement regarding the reservation of names with geographic or national significance. "We will ensure appropriate procedures to allow governments, public authorities or IGO’s to challenge abuses of names with national or geographic significance at the second level." The Applicant may seek the appropriate agreements from various governments to be able to use geographic names (such as in the future.

Possible .clinique 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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