Deal Names ad

brand domains graphic
home buttonimpact buttonfuture buttonspeculation buttongeneric domains buttonnews button

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 .gecompany Dot Brand

General Electric Company (GE) is one of the world's largest companies with 300,000 employees and operating in over 100 countries. GE is a diversified infrastructure, finance and media company comprised of hundreds of businesses. Diverse activities include aircraft engines, power generation, environmental technologies, medical imaging and financial services.

General Electric owns thousands of brands. "The value of the GE brands is incalculable, but in sum total would certainly be worth billions of dollars."

The preservation and protection of the GE brands is of paramount importance to General Electric in all aspects of its operations, including and especially on the Internet...

...In addition to the main defensive reasons for applying for .GECOMPANY, General Electric will examine the marketplace to see whether the .GECOMPANY gTLD can provide a single-source in the online world for all things related to GE for all of GE's customers around the world.

GE's initial primary goal for the .gecompany TLD is for it to be a "defensive measure to protect the General Electric brands". The company also envisions great potential to increase the strength of those brands and coalesce its current domain name holdings. It views the GENERAL ELECTRIC brand as critical to its long-term strategic business interests.

The .gecompany string, which GE describes as a "closed-platform branded system," will be a targeted destination able to provide a consistent and reliable stream of accurate information about General Electric. This will include not just information about products and services, but info for investors, job seekers and GE employees themselves. And, it will help GE "provide the best possible customer service".

The business strategy for the .GECOMPANY gTLD is centered on the unification of intellectual property rights, promotion, marketing and customer relations across General Electric and all of its brands...

...In theory, the .GECOMPANY gTLD will function as one giant house in which to explore all of GE's brands, products and services, and consumers will be able to trust that they are getting the best and most recent information from the official General Electric entity...

The company recognizes the importance for all stakeholders to be able to easily find important GE information in the new evolving internet environment. The TLD will help facilitate and streamline navigation. It will provide a trusted and intuitive destination and be a focus of future online marketing efforts.

quotation mark

Although the primary use of the .GECOMPANY gTLD will be to protect GE's brands, GEGTLD and General Electric will use the new gTLDs so as to allow GE's customers and partners to have a recognized top level domain, housing the most up-to-date and complete information about General Electric as a company as well as about GE's goods and services. .GECOMPANY... may eventually be a cornerstone of GEGTLD's and General Electric's future online strategic initiative, by providing a trusted and intuitive namespace...

quotation mark

GE will commence a careful phased rollout over an extended period. A methodical examination of the marketplace will be undertaken with a special interest in evaluating the rollout of other brand domains. Traffic to .gecompany domains may be re-directed to existing traditional domains and vice-versa during the period.

General Electric will then register a limited number of second-level domain names to test the system internally, figure out the best ways to market the second-level domain names to the public, and start slowly transitioning from General Electric's domain names in the .COM and other spaces.

"General Electric web content is available through hundreds of domain names in the .COM TLD, but also through various other TLDs and ccTLDs." This portfolio of thousands of domain names makes it difficult for the company to control and associate its brands cohesively.

General Electric spends many millions of dollars each year in marketing the GE brands and a higher percentage of these marketing dollars are in the online space each year... General Electric will use large portions of its marketing budget to speed up the process of customer recognition and adoption of .GECOMPANY. General Electric will do whatever is necessary to make sure that the public feels as if the .GECOMPANY gTLD is the place to go for consistent information...

Once the .gecompany extension is launched, the Applicant will carefully evaluate whether its brand domain can become a cornerstone of GE's "future online strategic initiative". The ultimate aim will be for customers to universally understand that .gecompany domain names will be the best and most authentic place to visit for all info about General Electric.

quotation mark

This will enable GE to maximize its service to the consumer and send consistent messages across its online marketing platform. In addition, the consistent message and safe haven that is supplied by .GECOMPANY may increase the reputation of GE and of the quality and authenticity of its goods and services in the marketplace.

quotation mark

The .gecompany TLD will reduce possible consumer confusion and provide a secure, authoritative source of information free from the worries of pirates, fraud, scams, counterfeiters, phishing, malware, typosquatters and other online wrongdoers. The Applicant will also deploy a variety of safeguards to protect personal and confidential information on its websites.

The Applicant believes that once its content has been transferred to the new .gecompany space, visitors will find trustworthy and accurate information without "many of the other negative aspects of the general Internet space currently in existence".

globe pictureGeographic Dot Brands

General Electric will initially reserve the use at all levels within the .gecompany TLD of geographic names as required by ICANN and applicable law.

The Applicant will reserve those country and territory names which have geographic significance. General Electric has reviewed relevant background material such as The GAC Principles Regarding New gTLDs and the ICANN Board Resolution regarding country name regulation in the .info TLD and so on.

As defined by Specification 5, paragraph 5 (of the New TLD Registry Agreement), such geographic domains may be released to the extent that the Registry Operator reaches agreement with the applicable government(s). The Registry operator will work with respective GAC representatives of the country’s relevant Ministry of Department to obtain the release of the names to the Registry Operator.

Provided that the use of geographic identifiers is shown to be beneficial to online visitors and consumers, General Electric, as a responsible global business, is interested in using them in a fair and non-misleading way.

As ICANN has largely premised this new gTLD round on promoting innovation, GEGTLD and General Electric will look into determining if this type of use of second level domain names within a TLD could provide increased consumer functionality.


Possible .gecompany 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



advertising graphic

brand domains logo graphic

The Brand Domains — it's unprecedented — the advent of around 680 companies launching their own dot brands began in 2014.



Privacy Policy

----- ----- ----- ----- -----


clock photo

Alarm Media



© 2013-14 David Tyrer  All rights reserved

Website by Click as a Flash

Terms and Conditions

TERMS, CONDITIONS, DISCLAIMER AND COPYRIGHT NOTICE. No part of this website may be reproduced or transmitted in any form whatsoever without the express written permission of the copyright holder. The right of David Tyrer to be identified as the author of this work is asserted in accordance with the Copyright, Designs and Patents Act 1988. The Brand Domains site ( shall not be re-transmitted, repurposed, printed, lent or otherwise circulated in any printed or electronic form without the written permission of the copyright holder, and shall not under any circumstances have these conditions waived for any recipient. The artistic integrity of the work contained herein may not be altered or repurposed in any way, shape or form without the express written permission of the copyright holder. This site contains links to other sites outside our control or ownership. No responsibility is taken for any action or advice you may take from these sites or from any of the information presented by these pages. The Brand Domains bears no relationship with some third party advertisers displayed on this site. Display of those advertisements does not constitute endorsement, recommendation or association with them. Any references to any trademarks or service marks are not our responsibility and not under our control. Information on this site is presented on an "as is" basis in good faith only and as such Click as a Flash makes no warranties regarding the accuracy, adequacy or completeness of any of the material provided. We cannot be held liable for any errors, inaccuracies or omissions in the material presented on this site or its links, nor for the consequences of acting on any information that may be presented, which may have changed or be out of date. We cannot be held liable for any financial or any other damages that may occur from accessing, relying upon or using any hypotheses, opinions, investment advice, commercial advice, ideas or concepts presented here. No information presented here should be construed as legal advice. Content of this site is well-intended opinion and hypothetical speculation only and should not be construed as legal or expert advice. No warranty is given regarding the accuracy of this site and any information used is at your sole risk. No liability whatsoever is accepted with the exception of any that may be required under Australian law. Any brand names mentioned on this site are trademarks or registered marks of their respective owners. Any use of these marks on these pages is purely speculative and hypothetical and any discussion of those marks and/or companies is purely opinion expressed in the public interest. Terms and conditions are subject to change without notice. Copyright in some images resides with istockphoto® and these photos are used under licence. All data, images, text, videos and audio are presented for viewing purposes only. No part of the data, images, text, photos, art, audio, logos, movies or trademarks or any other content may be repurposed, copied, saved, resold or reproduced in any way without written permission. Click as a Flash's registered Australian Business Number is ABN 62 188 088 529. © David Tyrer 2013-14 All Rights Reserved.


button to loungecast

button to click as a flash