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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 .deloitte Dot Brand

Deloitte Touche Tohmatsu is a network of independent member companies which provide consulting, audit, financial advice, risk management and tax services to global clients. Each member firm operates in a particular area and legal jurisdiction. Deloitte has around 200,000 professionals providing services in over 150 countries.

The Deloitte brand is represented in a variety of country code domain names. "The purpose of the .deloitte TLD is brand enhancement and protection, and to enhance website user experience." The hierarchy of domain nomenclature will have more clarity. The .deloitte string will also increase operational efficiency and assist in reputation management.

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A shift to the proposed ".deloitte" TLD will, at the highest of levels, connect audiences of the Deloitte network in the most clear and direct manner possible under one universal TLD. It will support the existing brand architecture of the Deloitte network, which promotes a master-brand construct with the Deloitte brand name receiving the most prominent treatment on all materials, programs, and initiatives.

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The .deloitte string will assist the Applicant's global brand strategy by mirroring and complementing its existing positive image as a provider of seamless and integrated solutions.

Both existing and new visitors "will be able to identify and access the Deloitte network with more ease and confidence, and then drill down to their desired area of interest." The Deloitte brand domains will "follow a uniform taxonomy".

Unlike other strings (like .com and .net) which have lost their original intrinsic meanings, the .deloitte string will unambiguously reinforce the Deloitte brand. And, it will convey the authority and authenticity of the new TLD.

Security and trust will be ensured since the Applicant for the .deloitte string will also be the Registrant, meaning it "virtually eliminates the likelihood of malicious use of domain names". The use of a global TLD is expected to dramatically reduce the dangers of users visiting misleading or false websites.

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The Applicant does not foresee any actual domain name abuse within its restricted, one-Registrant TLD, where all registered domain names will be directly or indirectly linked to the professional services of the Deloitte member firms. Further, all domain names will be submitted to an internal compliance check before a domain name is registered.

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.deloitte domains will initially be allocated to member firms with care taken to facilitate the registration of their various trademark words. A process to ensure that any third parties' rights are respected will also be undertaken.

Deloitte has plans for an "aggressive" communication strategy to launch and promote its new TLD which it feels is necessary for the myriad benefits of the TLD transition to achieve full impact.

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This outreach, intended for both internal and external users, has already been budgeted for and will seek to educate, inform, and inspire. Tactics and channels will include, among others, advertising campaigns, social media dialoguing, and internal leadership announcements.

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globe pictureGeographic Dot Brands

Before registering any restricted country & territory domains as detailed in Specification 5 of the Registry Agreement (such as the Applicant will first seek to obtain the appropriate consent of the relevant parties.

Given the fact that the .deloitte TLD will serve a global network of local member firms based in over 140 countries, the Applicant has a vested interest in providing that network's visitors, clients and business partners a clear and predictable taxonomy that may include geographic names (country names, city names, names of regions, etc.).

Possible .deloitte Brand Domains (specifically named in the application)


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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