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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 .comcast Dot Brand

Comcast Corporation is a large media, communications and entertainment company with close to 50m video, web and phone customers. It provides video, high-speed Internet and phone services to residential & business customers across the USA.

The company has plans for its .COMCAST gTLD to provide an "online single source-identifying location" for its customers. The intention is to deepen audience relationships by creating an innovative, trustworthy and intuitive namespace to consolidate its multiple intellectual property activities. "A .COMCAST gTLD has the potential to serve as a cornerstone of this online strategy."

The .comcast TLD will initially be tested to ensure seamless integration with web applications & software and compliance with security protocols. Then, the domain name allocation process will commence, with the ultimate aim of "...protecting Comcast's online presence and identity, expanding its marketing and promotion efforts, providing a secure channel for online products and services..."

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At first, Comcast IP plans to start using .COMCAST domains initially as redirects to existing .COM domains and other domains that Comcast currently operates. Subsequently, Comcast IP expects to initiate a targeted rollout using select gTLD domains...

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The company will carefully consider moving its internet traffic and online content to its new brand TLDs (it has also applied for .xfinity). This may become permanent depending on industry factors such as the launch of other dot brands, search engine response and so on. "As the marketplace evolves, the actual usage of the gTLD will dictate what outreach and communication is needed to ensure that consumers continue to interact with Comcast..."

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During this same time period, Comcast will begin evaluating strategies to potentially migrate traffic away from its current patchwork network of second-level domain names, which are registered in a variety of TLDs, to Comcast IP's new gTLDs, .COMCAST and .XFINITY.

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The company anticipates that the impact of the brand TLDs on the internet and the domain name system will take around five years to be realized and assessed. The new TLD will facilitate new, short and memorable domains.

The number of domain registrations is expected to be less than 10,000 in the first five years of operation.

The company anticipates that "the .COMCAST gTLD will provide consumers with a trusted source for Comcast’s content, goods, and services without the risk of fraud, misdirection, infringement, phishing, or malicious content."

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Most importantly, the Comcast content and services will be provided in an online namespace devoid of fraud, misdirection, infringement, phishing, malware, and other scams. While Comcast fights to protect its valuable intellectual property from piracy on the Internet, it would use the .COMCAST gTLD to offer to consumers a safe and intuitive means of accessing authorized content from Comcast and its qualified subsidiaries and affiliates.

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Comcast hopes that the .comcast string will eventually match the trust factor enjoyed by the .gov and .edu TLDs.

globe pictureGeographic Dot Brands

Comcast is committed to initially reserving the appropriate international lists of country & territory names from their brand TLD as described in the New gTLD Applicant Guidebook. The company states that it is "keenly aware of the sensitivity of national governments in connection with protecting country and territory identifiers in the domain name system (DNS)."

Comcast operates internationally with content in more than 12 languages. The company is very interested in being allowed to use geo names to improve communication and navigation in the future. Comcast will seek to be able to use them and is committed to using geographic identifiers responsibly, fairly, and without any misleading intent. "Comcast IP looks forward to collaborating with other new gTLD Registry Operators (especially .BRANDs) in potentially working with ICANN's GAC to explore potential processes that could permit the release..."

Comcast IP would like to provide a hierarchical and intuitive framework for the .COMCAST namespace by using geographical identifiers as second-level domain names. This use of geographical identifiers to the left of the gTLD 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.

Possible .comcast 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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