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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 .delta Dot Brand

Delta Air Lines, Inc. serves 160m customers every year. The company connects with 340 destinations spanning almost 60 countries. It has almost 80,000 employees and more than 700 aircraft.

Delta's mission for the .delta TLD is to optimize its customer service & relationships and enhance its internal and external communication. Consumer confidence will be maximised by building a trusted and authentic source of Delta content. "Receipt of Internet communication from .Delta will be a guarantee of authenticity."

Maintaining its reputation is also critical to the company. The .delta string will possess these key attributes:

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• an internal communication tool
• an authenticated marketing presence
• a client service delivery system
• a centralized brand and identity system

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Management of the .delta TLD will be driven by "customer focus, innovation and channel management expertise." Content will be delivered logically and efficiently via new and intuitive domain names.

The new string, by building on Delta's reputation, will also enhance confidence in the internet itself by creating a new and efficient way to conduct business.

Delta's stated plans to promote its new string may include communicating via its web presence, via the press & media, and via industry events (like roadshows, meetings and sponsoring events).

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Significant marketing resources together with registrar partnerships and technical facilities enable the Registry to specialise in the provision of a top-level domain that provides a valuable alternative model to existing gTLDs and opens the top level of the Internet to new users.

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Unity In Diversity

The proposed TLD will create a secure and straightforward channel for communication with clients and staff. "Efficiencies and security are enhanced by the control that flows from a bespoke top-down domain." The .delta string will "gather unity in diversity" by building a single web identity for its large pool of employees, service offerings and global customers. "The applicant's intention is that users will be unified in the 'virtual space' of the Internet as though they were face to face."

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Delta will be able to create bespoke solutions for secure, client-focused services that distinguish Delta and set higher standards in the industry generally.

The longer-term micro benefit to Delta in enhanced reputation, standing and security for investors is importantly extended to the macro level of the airline industry, corporate communities and the Internet generally.

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Delta also believes its new domain extension will enhance its ability to operate community & social programs and return benefits to the community.

Delta has various security related goals, such as maintaining robust data security and privacy, protocols on technology and anti-cybersquatting, and consumer confidence in security and authenticity.

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In terms of service provision to users, lack of differentiation creates a greater likelihood of frustration, brand confusion and inauthenticity or fraud. Occupation of a TLD by an individual brand substantially addresses the possibility of error or uncertainty in identification of a brand and its associated services.

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globe pictureGeographic Dot Brands

Delta understands that the use of certain country & territory names within domain names is restricted (for example those on the ISO 3166-1 list) under the Registry Agreement.

Delta's intention is to negotiate a positive outcome for public policy by allowing geographic domains at the second level (ie. left of the dot) by working cooperatively with the GAC. Usage of geographic terms will benefit consumers by clearly identifying Delta services in a logical way. At no point will Delta attempt to be representing a named country or city, any such domain will be simply representing Delta in a jurisdiction.

The use of a name like would enable the company to improve business standards, service, clarity and utility. This would be beneficial, not detrimental, to the public. Being able to logically promote its 340 destinations with geographic .delta domains would hence be in the public interest.

In accordance with the provisos contained in clause 5, such names may be released if the Registry Operator reaches agreement with the applicable government and/or the Registry Operator proposes release of the reserved name(s) subject to review by GAC and approved by ICANN.

Possible .delta 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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