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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 .epson Dot Brand

Seiko Epson Corporation is a group of 99 companies which operate in 117 countries with around 79,000 employees. The company is eminent in the development and manufacture of information-related equipment, electronic devices and precision products.

The .epson TLD is intended to enhance communications with Epson's customers, employees, affiliates and internet users in general. The proposed new domain extension is intended to become a "supporting branding, technology and services platform for The Company's mission and its businesses". It will improve navigation to Epson content and enhance promotional opportunities. It will become another pillar of the company's reputation. "The branded nature of the TLD will serve as a differentiation force..."

The Epson trademark is registered in 186 countries or jurisdictions and the company already owns more than 2000 domain names. The new TLD will provide many alternatives. In line with its long term and sustainable business vision, the company foresees a great opportunity for further interaction with current and future customers.

The .epson string will ultimately be used extensively in marketing and core operations. Outreach and communication will be used to achieve the projected benefits, and "will be enhanced by the viral nature of communications about The Company." The new domains will reinforce and strengthen the ideals and vision of the company.

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The .EPSON Registry will provide an Internet space, under the control of The Company, to allow for the distribution and exchange of information among The Company and its stakeholders by means of, but not limited to, websites, social networks, email and other technologies that will reside within the .EPSON domain name space.

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After several years of delegation, strictly controlled licensing of the use of .epson domains may be extended to company affiliates.

The .epson TLD is intended to create a trustworthy, secure and positive experience for internet users. In tandem with leading-edge technologies and business methodology, it will encourage engagement with visitors. Navigation will be easy and the domains will be predictable.

Epson anticipates that the .brand TLDs, collectively speaking, will benefit each other greatly. Each will have significant media associated with them, consumers will quickly grasp what they are about, "and will expect many companies to operate them in generally consistent ways".

Epson points out the difficulty and expense of finding a relevant domain name from current providers. "Even if one is found, often pricing is prohibitive because the domain name is only available on the secondary market." With its own brand domain, Epson will have "an ample supply of relevant and available domain names".

And prophetically, the company says this supply "is likely to pay dividends in ways we do not currently foresee".

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They should intuitively come to know and use .EPSON domain names to directly navigate to their intended destination. Search engines may be needed less, lowering consumers' time to get where they wish to go.

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Epson describes the principles of their naming strategy for the TLD, for example:

...geographicnames.EPSON for locations of The Company's localized websites, function.EPSON for websites related to that company function, product.EPSON for websites related to that product. All of this will lessen users' confusion when interacting online with The Company.

The .epson string will be a safe and secure web destination supported by rigorous policies. Specific prohibitions include illegal or fraudulent actions, spam, phishing, pharming, malware distribution, defamation etc.

globe pictureGeographic Dot Brands

Epson will support the reservation of geographic domains under Specification 5 of the New gTLD Registry Agreement. For example, country and territory names contained on the ISO 3166-1 list will be restricted from registration.

The company is planning a special release mechanism to facilitate the possible use of geographic domains which "will be used for the purposes of the representation of the Company's brandname". Although it is seen as impossible to anticipate any abuse or misconduct, nevertheless the GAC will be given the opportunity to object.

Generally, it is extremely unlikely that The Company's authorized use of any countryname.EPSON or cc.EPSON domain name could be confusing to users, or otherwise offensive to any country.

NOTE: cc = country code

Possible .epson 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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