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.





Generic Top Level Domains

A broadly similar number of generic domain extensions are being launched in parallel with the brand domains. More than 600 new strings (not all in English) are being planned which will dramatically broaden the scope of the domain name system.

An unbelievable array of naming options are on the horizon.

Strings like .app, .auto, .beauty, .book, .cloud, .game, .guide, .health, .law, .movie, .property, .sale, .shop and .web and hundreds of others are coming soon.

Premium and intuitive domains like,, and will soon hit the web.

To look at a specific example (.cloud) — websites like, and will soon be realities. Here is a sample from a generic TLD application, in this case one of about seven for the string:

quotation mark

Cloud-based data storage in particular is growing fast, driven by higher resolution cameras, higher bitrates in digital music, and more information being converted into digital format...

...The .CLOUD gTLD will provide all those interested, world-wide, in disseminating or seeking information--whether non-commercial or commercial--issues, news, culture, lifestyle, entertainment, sports or any other topic with a convenient and recognizable domain name that associates them and/or their information with the cloud services industry.

quotation mark

Top Level Domain Holdings Limited. Application for the .cloud extension.

Hundreds of other domain registries will offer millions of options to webmasters. Some are niche markets of every size, while a few like .web are as all-encompassing as can be.

NOTE: TLDH's .cloud application is for an open registry — other .cloud application(s) are for closed registries. ICANN has not expressly prohibited monopolistic closed registries. For more info, see "Closed Generic TLDs" below.

Open Generics

A majority of the applications for generic domain strings were open. That is, anyone from anywhere could try to register a name in an open registry — in the same way that anyone can currently register a .com domain. (Though certain other laws like national and trademark laws still apply to open registries.)

However, certain proposed TLDs have serious and sensitive connotations — such as those in the health, finance and children categories — and concern is being expressed by various interested parties.

Given that there are TLDs being proposed like .health, .money and .kids, there is a risk that criminal or fraudulent operators could launch names in these spaces to sell counterfeit medicine, operate financial scams or promote child pornography with possible detriment to the public.

In April the GAC weighed in with the Beijing Communiqué. Since it is representative of various international governments, ICANN traditionally accepts pretty well all its heavyweight advice.

The GAC has thrown the generic TLD program into disarray by recommending a large number of open applications either be rejected or be changed to restricted status.

For example, the .health extension in theory should be restricted only to bona fide doctors, health professionals and medical companies.

This would serve to prevent all kinds of false medical or dietary claims, scams and fraud.

It is hence possible that many generic TLDs will move forward as restricted registries...

Restricted Generics

Quite a few generic registries applied in the first instance to operate as restricted TLDs. As mentioned above, there is powerful logic in this which can easily be seen by examining sensitive strings like .health.

The principle is essentially to protect the public interest. In some cases, besides offering protection from various online criminal activities, the restricted generics will make navigation more intuitive and save time for internet visitors.

The value proposition of restricting the registration of company signifiers or professions to legitimate applicants is obvious. For example, .llc and .attorney. If the .llc string is restricted solely to companies with LLC credentials, it will make the entire registry trustworthy and authentic. Likewise with .attorney and .doctor and so on. These restrictions would obviously be strongly in the public interest.

NOTE: See also section on Closed Generics below.

Impact Of The Brand Domains

The dot brands will be distinctively different from the generics. As single registrant TLDs owned by famous corporations, they are expected to be universally operated with a high level of trust and authenticity. Every registrant will have a powerful vested interest in strictly maintaining the highest standard of integrity. There should be no cyber crime on the brand domains.

For many consumers, some of these new TLDs are likely to join their lists of preferred and favorite destinations.

quotation mark

As many industry insiders predict there will be many new .BRAND TLDs, it is expected that consumers will learn to distinguish them from the existing TLDs and from new generic, geographical or cultural TLDs. Today, these brands are used and distinguished in the online marketplace and in the bricks and mortar world. Consumers will continue to distinguish them even as these brands will now be represented at the top level of the DNS (domain name system).

quotation mark

Epson. Application for the .epson extension.

The sheer marketing reach of the brand domain applicants is pervasive. General Electric says it will do "whatever is necessary" to make people aware of its new .gecompany TLD. Fox talks about the "hundreds of millions" of annual visits it already has to its existing 5,000 conventional domain names.

By virtue of its efforts to market and promote the .FOX TLD, Applicant will acclimate consumers to a new, specialized Domain Name Space on the Internet, and help normalize the expansion of the Internet.

Fox. Application for the .fox extension.

The City Domains

Around 70 major cities and a few regions have applied for city TLDs.

A large number of the world's major cities have applied such as Paris, New York City, London, Sydney, Tokyo, CapeTown, Istanbul, Moscow and a few regions like Quebec, Wales, Alsace and Catalonia.

Highly interesting websites like and are set to make a big impact on the internet.

The logic behind this new category is that many cities are much bigger than small countries — with some containing more than 10 million citizens. These cities have an unmet need for local domain names to serve the commercial, media and personal needs of their residents.

In general, the registry applicants must demonstrate that they represent their communities and have official backing. The registry must explain its relationship and describe the intended purpose and policies. Likewise, the registrants generally need to prove their bona fide relationships with the communities.

The city domains look set to become a new class of hybrid domain name — a mixture of official government websites (like .gov sites) and general but authenticated private & commercial websites (like .gov, .de or

A key insight is that city names serve as virtual "brand" names. For example, the terms "London" and "Marriott" both serve as useful and authoritative identifiers in the domain names and From this perspective, city domains and brand domains are indistinguishable.

The city domains will add to the forceful momentum of the brand domains' impact on changing perceptions in the domain name system.

Example: .paris

The City of Paris itself has applied for the .paris string. Domains will only be available to residents, lawful operating businesses in Paris, entities pursuing cultural activities in the city, or any other kind of legitimate presence conducive to the welfare of Paris. Applications will be subject to strict approval by the registry.

The Paris community comprises individuals and legal entities with a bona fide presence, direct or indirect, in the Paris area or in Paris as the capital of France. The Paris area is the metropolitan area of Paris and its geographic environment...

...The applicant is the City of Paris itself. The City of Paris is the central legitimate authority for the name of Paris. Its democratically elected local government has the duty to make key decisions regarding the use of the name of Paris in the interest of all community stakeholders.

City of Paris. Application for the .paris extension.

Applicants for a .paris TLD will need an administrative contact in Paris, and any bad faith registrations etc may be subject to suspension.

Example: .nyc

The dot NYC registry will be wholly and strictly controlled by the City of New York. Only entities with a substantial and lawful connection with the City (such as residents and bona fide business people) will be permitted to own a domain. Potential registrants will be required to certify compliance with at least one of five categories to acquire a domain. The City will even conduct spot checks to ensure compliance.

This authenticity will be critical to the success of this new extension.

The City has a vision and mission described in its Road Map for the Digital City. Consistent with this mission, the .nyc string has the potential to benefit residents, visitors, businesses and the government in numerous ways by providing:

...a source of New York City-specific information and online e-commerce for the millions of people who visit the City; business opportunities, leisure activities, or services for City residents; short and memorable Internet addresses and the increased ability to identify authentic New York City resources, businesses and information.

City of New York. Application for the .nyc extension.

The City's application states that it will reserve for its own use geo domains like, and

It will also reserve important names like, and

Millions of people are certain to regularly consult for information.

For the rollout of the string itself, the City has already revealed some names it will use which include, and

Closed Generic TLDs

The launch of more than 1000 new top level domain strings has generated a great deal of controversy. One challenge in particular runs the risk of being profoundly against the public interest — the applications for closed gTLDs (generic top level domains).

Various large corporations have applied to operate domain extensions based on ordinary, dictionary words as closed registries. That is, they are seeking to operate "walled garden" private registries on important strings like .news, .beauty, .shop, .book, .tires, .cloud and .home.

Under this disturbing scenario, a company such as Amazon for example would own every .shop domain in existence — names like,,,,,, and There is a clear and present danger of anti-competitive super monopolies being created.

The scenario directly contradicts ICANN's repeated and consistent claims that it is governed by a commitment to increasing choice on the internet and promoting the public interest.

This disturbing issue is covered in detail on our sister site


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.

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 the following ICANN links: You can also search a complete list of applicants there.

ICANN new gTLD applications

ICANN official website

ICANN list of new TLDs launched to date



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