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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 .fox Dot Brand

News Corporation's Fox businesses operate a wide variety of digital, film, TV and music entertainment & publishing ventures which impact billions of consumers around the world. Examples of Fox enterprises include Fox International Channels which have over 1.1 billion subscribers, the Fox Broadcasting Network which reaches around 99% of US TV households and sites such as,, and which have hundreds of millions of visitors.

The Applicant specifically cites domains like, and it plans to implement.

The proposed .fox extension will provide a trusted destination for online services and content driven by innovation and differentiation. It will be easier for consumers to find legitimate Fox branded premiere content. The TLD will also grow the company's reputation.

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The intended mission and purpose of the .FOX TLD is to serve as a trusted, specialized, hierarchical and intuitive namespace for the iconic and world-famous FOX brand and associated goods and services.

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The .fox TLD will also be a useful resource for Fox businesses to use internally. It will be a secure source for distribution of copyright material. And, it will be a valuable resource for innovation in the arena of "ever-changing trends and opportunities in furnishing online content, products and services".

The inclusion of the keyword 'fox' in every single domain name will most likely have a positive effect for "global promotion purposes".

Fox intends to foster experimentation and offer "unique proprietary user experiences".

The Applicant (and affiliate entities) own thousands of trademarks and domain names in 178 countries.

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Twentieth Century Fox Film Corporation owns over 5,000 FOX-formative domain names in nearly every available gTLD and ccTLD. These domain names and their associated websites are visited by hundreds of millions of consumers globally each year. The FOX brand, trademarks and domain names are invaluable assets and serve to identify the FOX Businesses as a trusted source of the highest quality goods and services globally.

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NOTE: ccTLD = country code top level domain

The Applicant will proceed cautiously with a careful analysis of consumer, business, technical and security factors, and "has not yet committed to or excluded any potential uses".

Projected applications of the TLD include subject matter (eg., Station names (, properties (, characters & personalities (, products ( and internal resources ( A long term goal for the TLD is for it to have the same recognition and trust that is enjoyed by the .edu and .gov domain strings.

Fox believes that the new TLD will help acclimatize consumers to a new category of destination on the internet, adding velocity to a new phase of expansion.

The Applicant will proceed cautiously with development. Communication and outreach will provide the opportunity to study feedback, conduct market research and understand consumers' desires. The goal is to use its "substantial and world-class marketing capabilities and significant consumer promotion channels to inform the public about the TLD..."

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Applicant will initially conduct consumer marketing and technical research to determine the most effective and safest way for it and the Fox Businesses to use the .FOX TLD. During this initial period, Applicant anticipates that it will make limited use of the .FOX TLD.

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The .fox extension has the potential to protect the company's intellectual property from piracy and other online crimes. The TLD "Creates a namespace void of piracy, cybersquatting and other malicious activities." Fox intends to maintain the highest possible level of security to protect its businesses and customers, and "will strive to be known as an exemplary cyber-citizen".

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Due to the widespread and severe level of online content piracy, many of the FOX Businesses have extensive experience in Internet security issues, and have a vested interest in maintaining the highest levels of online security... ...The absence of corruption, spam, phishing, piracy, and false information will protect consumers...

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globe pictureGeographic Dot Brands

The Applicant will initially reserve from registration within the .fox TLD names with national or geographic significance at the second level (left of the dot). These names are defined in Specification 5 of the New gTLD Registry Agreement, for example, two-character country labels and geographical names on the ISO 3166-1 list.

Fox anticipates that it will seek permission to use various geographic domains in the future. The application cites part of the Registry Agreement which states that agreement should be reached with "the applicable government(s), provided, further, that registry operator may also propose release of these reservations, subject to review by ICANN’s Governmental Advisory Committee and approval by ICANN".

Fox will strive to minimize any possible consumer confusion regarding the source or affiliation of any such geographic domain and strive to comply with various local laws of those regions. The aim is to provide "information about andžor offering Applicant's and its Affiliates' goods and services directly to the customers or potential customers from the relevant country or territory indicated by the domain name."

The possibilities of the global impact of the .fox TLD are immense.

FOX International Channels develops, produces and distributes over 350 pay-TV channels in 35 languages across Latin America, Europe, Asia, the Middle East and Africa, reaching over 1.1 billion viewing subscribers worldwide. FOX International Channels also owns and operates the .FOX Networks, a global online ad sales house.

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


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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