The .heinz Dot Brand
SPECIAL NOTE: The application for the .heinz TLD has been withdrawn.
If the brand domains are judged to be successful, it is realistically likely that another application will be made when a new round is offered in a couple of years time.
H.J. Heinz Company is one of the world's major providers of branded food products to retail and food service channels. The company has around 32,000 employees and operates in most countries. Major categories include ketchup & sauces, meals, soup, snacks, baby food and nutritional products.
The mission of the proposed .heinz TLD is to serve as a trusted, hierarchical and intuitive domain space for consumers, partners and associates. It will become an online hub for millions of Heinz customers, investors, the media and the public. "The primary driving factors of applying for the .HEINZ gTLD are differentiation and innovation."
Heinz operates in a highly competitive market space. The proposed .heinz TLD is viewed as potentially becoming a significant way for the company to "differentiate itself and gain advantage as a digital innovator in such highly competitive conditions."
A four-stage rollout is planned for the .heinz string:
1. Test phase to evaluate interoperability and security etc.
2. Significant internal use with strategic analysis to "potentially migrate traffic away from its current patchwork network of second-level domain names".
3. Permanent migration of content across to the new TLD and allocation of domains to licensees and partners will be considered.
4. After a considerable period of further evaluation, Heinz may expand registration rights to a wider class of licensees, possibly even including customers. (The Applicant anticipates that changes to the domain name system will take around five years to become apparent.)
NOTE: second-level refers to left of the dot words
In the initial stages, .heinz domain names will redirect to existing .com names. In later stages, depending on extensive evaluation of numerous factors, a communications program may begin including advertising, media outreach and email campaigns etc.
The .heinz extension will provide short and memorable domain names to enable the company to provide simple and intuitive navigation to product info, advertising campaigns, recipes and other Heinz-branded content with public interest.
NOTE: ProMark Brands Inc. is a subsidiary of Heinz.
The .heinz TLD may potentially serve a role as a cornerstone of the company's digital strategy to leverage emerging technologies and distribution channels. "ProMark sees the potential for the .HEINZ gTLD to play a large role in Heinz's future online strategy." The company is planning a phased-in approach while it observes the level of consumer acceptance of the brand domains and the response of search engines.
NOTE: cc = country code
Heinz recognizes the possible security and trust dividends offered by operating its own brand domain. It is seeking to emulate the level of trust currently enjoyed by the .edu and .gov TLDs.
The potential dangers of fraud, counterfeit and infringing products can be minimised. Access will be secure and trustworthy. Fewer defensive domain registrations will be required. Providing a safe and trusted experience is considered paramount.
The .heinz string will also assist in the never-ending battle to protect its intellectual property from online piracy.
Geographic Dot Brands
ProMark Brands Inc. is sensitive to the fact that various national governments are concerned about protecting the integrity of country and territory identifiers in the domain name space.
The Applicant has reviewed the background material on the issue of reservation of geographical names.
In the initial phase, Heinz is committed to reserving those country & territory names listed in internationally recognized documents such as the ISO 3166-1 list.
Heinz sells branded foods in almost every country. Geographic signifiers in its domain name portfolio have obvious strategic value.
Hence, Heinz intends to work with the GAC to find a way to be able to use intuitive geographical indicators at the left of the dot to simplify online experiences for stakeholders (and positively impact search engine results and direct navigation). If ultimately permitted, the company will act responsibly and fairly, and implement safeguards to prevent any misleading use of country terms and so on.
The Applicant cites examples of existing domain names for comparative purposes such as HeinzCanada.ca and HeinzCanada.com.
These examples make it very clear that the country terms assist navigation, are in the public interest, and are not confusing or disadvantageous to any national government.
By inference, a domain like Canada.heinz would obviously be practical and valuable, and also in the public interest.
Heinz hopes to be able to work in association with other brand domain applicants and the GAC towards permitting the release of initially reserved country names.
Possible .heinz 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.
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