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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 .fujitsu Dot Brand

Fujitsu Limited is a group of 535 companies with 172,000 employees operating in around 100 countries. It is an information and communication technology company that provides telecommunication and electronic data processing systems. The company is ranked as the world's fourth-largest IT services provider.

Fujitsu intends to use the .fujitsu extension to create a safe and trustworthy source of content for visitors, both public and internal. It will reinforce the ideals and reputation of the company and enhance the online experience of users. "The TLD will become a supporting branding, technology and services platform for The Company's mission and its businesses."

Fujitsu will also strive to protect the integrity of the users' experience. "...The Company intends for users to perceive the TLD as a trustworthy and intuitive indicator of the source of The Company’s online information and services". It will be a distinctive name space that simplifies user experiences in finding Fujitsu content.

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It is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience. The goal is to use The Company's online infrastructure, services and marketing to encourage Internet users to interact online with The Company and its Affiliates.

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The .fujitsu domains will be intuitive, predictable and easy to navigate — thus lessening user confusion. The Applicant intends to create categories of names such as "function.FUJITSU for websites related to that company function (and) product.FUJITSU for websites related to that product".

Companies within the Fujitsu group may ultimately be permitted to use .fujitsu domain names in a tightly regulated fashion. "Eventually, though not likely for at least three years post-delegation, The Company anticipates the possibility that Affiliates could license use of domains within the TLD from The Company."

If permitted, geographic names such as or will be used for locally targeted sites.

"Fujitsu" is trademarked in over 150 countries & regions. The new TLD will enhance brand recognition globally. Fujitsu currently holds more than 3400 names in its domain portfolio. The company envisions that the new possibilities offered by its own brand domain string will enable great opportunities for further interaction with stakeholders and promotion of the company. The company looks forward to "having an ample supply of relevant and available domain names to use in its business".

Fujitsu intends to develop many marketing initiatives to launch its new domains in support of its operations. Outreach and communications will inform the intended audience about the new TLD. "For example, a user who first sees an advertisement for product.FUJITSU may later directly navigate to search.FUJITSU to search for other products of The Company."

The Applicant points out that brands serve a differentiation role in the world of bricks and mortar, and that role will continue at the top level of the domain name system.

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They should intuitively come to know and use .FUJITSU 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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Further, Fujitsu believes that the volume of dot brand domains being launched will have a collective benefit to all applicants. It believes that consumers will quickly understand and embrace this new category of TLD.

The company intends to administer the TLD with a focus on safety and security and mitigate against security-associated risks. Policies will be put in place to enhance the continued reputation and trust of the company. Prohibitions will apply to risks such as fraud, spam, phishing, pharming, botnet command & control, defamation and so on.

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Further policies will be implemented to prevent abuse of any TLD domain names, to monitor for such abuse and quickly mitigate any negative effects, and to set observable goals by which these policy implementations can be measured.

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globe pictureGeographic Dot Brands

Fujitsu will support the reservation of geographic names within all levels of the .fujitsu TLD in accordance with Specification 5 of the New gTLD Registry Agreement. The Applicant will compile a master list of country and territory names, for example those on the ISO 3166-1 list, to comply with this. It will be continually updated.

Fujitsu will develop a special release mechanism to be able to apply to utilize geographic terms. "We understand that if and when The Company wishes to release any reserved names at a later date, this will require further approval from ICANN."

Any planned use of geographic domains will be used to represent the Fujitsu brand and the company cannot foresee any possibility of abuse or misuse through responsible implementation. Nevertheless, the Applicant will present the GAC with ample opportunities to object to such names at no charge.

Generally, it is extremely unlikely that The Company's authorized use of any countryname.FUJITSU or cc.FUJITSU domain name could be confusing to users, or otherwise offensive to any country. To the extent that use of any .FUJITSU domain was ever deemed confusing or offensive, The Company is likely to have a strong desire to resolve the situation quickly and respectfully to any affected country's sovereign interests.

NOTE: cc = country code

Possible .fujitsu 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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