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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 .fairwinds Dot Brand

SPECIAL NOTE: FairWinds Partners is a domain name and brand consultancy that provides strategies and solutions to clients. It is a leading adviser to applicants in the new brand domain program. To support that mission and maximize its expertise, it has cleverly applied for its own dot brand TLD.

FairWinds provides clients with the support, expertise, and tools to develop effective new gTLD strategies that can successfully transition clients from gTLD evaluation to the launch of their new gTLD assets.

FairWinds. New gTLD Business Strategy and Go-To-Market Strategy Services.

Clients include American Express, Comcast and McDonald's.

FairWinds Partners helps its clients optimize and protect their online presence by developing tailored domain strategy solutions.

The company believes the .fairwinds TLD will provide an online, single-source identifying function for its content. The TLD will provide a hierarchical and intuitive namespace that will enhance its mission and goals.

FairWinds will be able to register the best and most logical domains it can imagine, rather than being forced to resort to only being able to acquire available names in the existing domain name space.

This will provide an opportunity to create short and memorable Internet addresses to streamline navigation.

The .fairwinds extension will help protect the company's online identity, offer broader marketing opportunities and help it consolidate activities in the realm of intellectual property.

The Applicant will monitor the rollout of the brand domains, in tandem with its own hands-on experience, to leverage its expertise to provide advice to clients facing the same challenges.

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FairWinds will be analyzing and evaluating other .BRAND gTLD applications, as well as general market adoption, to determine the short- and long-term potential best-in-class use case options that will most effectively serve and enhance FairWinds' online strategy as a leading domain name analysis and advisory firm.

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There will be a four stage launch strategy. The initial role of the .fairwinds TLD will be defensive.

1. A test phase to ensure secure and seamless accessibility and interoperability.

2. An allocation phase for internal use. Evaluation process to potentially migrate content over to the new .fairwinds string.

3. Assessment and analysis of previous stage prior to possible permanent migration of content away from existing traditional TLDs. Strategic industry factors will be simultaneously monitored.

4. FairWinds will review its business plan and expansion strategy. Consideration will be made to possibly extend registration rights to clients. Various external factors will also be evaluated such as consumer recognition and adoption of the brand domains.

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FairWinds anticipates that changes to the domain name industry, particularly the impact of .BRAND gTLDs, will take at least five years to be realized and assessed.

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FairWinds anticipates operating fewer than 500 domains in its brand extension during the first five years of operation. It will analyse its existing domain name portfolio and possible marketing strategies when making decisions. The first .fairwinds domains will serve as redirects to existing company websites.

The response of search engines and the initiatives of other new TLDs will be observed prior to any communication campaigns.

Differentiation and innovation are key concerns. The Applicant hopes to attain the level of trust enjoyed by respected TLDs such as .edu and .gov.

...FairWinds believes that the .FAIRWINDS gTLD has the potential to provide an innovative, virtual avenue to FairWinds content and services that will deepen and broaden the company's relationship with current and potential clients.

The .fairwinds string will provide a trusted source of information and a secure channel for the company's online content and services. The platform will facilitate access to authorized information about the company's services thus minimizing the risk of false information, scams or infringing services. Privacy and confidentiality will be protected.

Piracy of intellectual property and cybercrime can be avoided in a trusted ecosystem. Consumers will understand that exclusive corporate ownership of brand domains confers authenticity. Providing a safe experience is a paramount concern.

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...users may benefit from a lower incidence of phishing and malware, which are often associated with typos of domain names in the .COM space and owned by cybersquatters, since consumers will be navigating to domain names in gTLDs like .FAIRWINDS instead...

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globe pictureGeographic Dot Brands

Fairwinds is committed to initially reserving from registration certain geographical names contained in various internationally recognized lists. This is in accordance with Specification 5 of the New gTLD Applicant Guidebook.

These country and territory identifiers are documented in the ISO 3166-1 list, a UN Group of Experts manual for the standardization of geographic names and a UN Working Group on country terms.

FairWinds' customized strategies and domain management services for global blue chip companies means the company itself is active in the international domain space and content is accessible via various country code extensions such as, .ru, .de and .cn.

The Applicant believes that search engine results may likely be related to the use of geographical identifiers in the brand domains. Also, the practice of directly typing in geographic terms to find existing websites may extend to the new brand TLDs. Functionality for consumers would likely be enhanced. Hence FairWinds is interested in being able to use country terms in the .fairwinds string.

...FairWinds intends to explore the option of providing a hierarchical and intuitive framework for the .FAIRWINDS namespace by using geographical identifiers as second-level domain names.

NOTE: second-level = left of the dot

As a responsible global business, FairWinds would have no interest in attempting to use country names in a false or misleading manner. It looks forward to working with the GAC in collaboration with other dot brand applicants to seek the release of reserved names. FairWinds also intends to participate in any future ICANN geographical terms policy discussions.

Possible .fairwinds 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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