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 .hilton Dot Brand

SPECIAL NOTE: The application for the .hilton TLD has been withdrawn.

If the brand domains are judged to be successful, it is realistically likely that a second application will be made when a new round is offered in a couple of years time.

dotted line

Hilton Worldwide Inc. operates more than 3,800 hotels and time share properties with 630,000 rooms on offer. The company has operations in 88 countries under ten hotel brands. It is the fastest growing major hotel group. Its loyalty program has more than 30 million members, one of the world's largest brand loyalty programs.

Hilton is proud of its innovations, for example its role in (an initiative of six of the world's leading hotel companies) which will "provide consumers with simplicity, transparency, and breadth of choice in booking hotel rooms directly from the companies themselves...".

As a major international hotel group, online connection with customers is highly important, and the proposed .hilton TLD could be of immense value to the Applicant. The mission of the .hilton extension is to provide a secure and authentic destination to book a hotel. Trustworthiness and reliability will be enhanced. The Applicant believes that the .hilton string will come to be seen as a sign of authenticity by online visitors.

We await the opportunity to use the .hilton TLD to enhance our consumers' trust in their online interactions with all Hilton branded properties and to assist us in fulfilling our brand promise.

One of the aims of the domain is "to protect, strengthen and expand the famous Hilton brand...". Another is "to promote Hilton by expanding our online global footprint as we expand our physical one".

quotation mark

In the past eighteen years, the website has received more than 1.2 billion unique visitors.

quotation mark

The Applicant is looking forward to building a unique platform for its brands and differentiating the company within the hospitality industry. An outreach campaign will be considered to inform hotel guests, business partners and the general public about the new TLD. Access to Hilton services will be easier and more intuitive.

In time, we hope that the opportunity to operate a .hilton gTLD registry will create a foundation on which we can create further innovations designed to enhance the authenticity, security, and safety of consumers who wish to search for and book accommodations...

Hilton has won many awards, such as "Top 50 Organizations for Multicultural Business Opportunities" and "Hotel Company of the Year".

The service levels and reputation of our proposed .hilton TLD will be commensurate with everything that our guests and the general public have come to expect from the Hilton brand.

Hilton holds almost 3000 trademarks in almost every country. The proposed .hilton TLD will empower the Applicant with greater flexibility to transform its online content to encompass the evolving desires of the traveling public.

quotation mark

...we have registered more than 2,495 second-level domain names that contain or consist of the Hilton mark, although many are defensive registrations against cybersquatting that now resolve to

quotation mark

NOTE: second-level = left of the dot

Hilton highly respects the privacy of its customers and will comply with all applicable data collection and privacy laws. The company also respects the intellectual property rights of all third parties. All .hilton domain names will be used solely in resonance with its mission and values.

globe pictureGeographic Dot Brands

Hilton intends to follow ICANN's GAC advice to adhere to the relevant sections of the Registry Agreement and reserve from registration certain geographical names in the .hilton TLD.

The reserved country and territory names are listed in the internationally recognized documents the ISO 3166-1 list, the UN Group of Experts Manual for the Standardization of Geographical Names and a UN member list (in six languages).

As an international travel and accomodation company, there would obviously be great value in being able to use names like USA.hilton and Germany.hilton. Hence the Applicant leaves open the probability that it will apply for permission to use geographic .hilton domain names at some point in the future.

Such permission is highly likely because country signifiers in brand domains are not misleading or disadvantageous to governments, and further, are clearly in the public interest.

HLT Stakis may, however, seek to release and register at the second level country and territory names for its own use upon agreement with the applicable government or governments, or pursuant to a proposal reviewed by the Governmental Advisory Committee and approved by ICANN.

NOTE: HLT Stakis IP Limited is an affiliate of Hilton Worldwide Inc.

Possible .hilton 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