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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 .hitachi Dot Brand

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Hitachi intends to be the catalyst for a changing society. As society changes, so will Hitachi.

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Hitachi is a global company with a very broad scope. Its operations range from Information & Telecommunication Systems to Construction Machinery; from Digital Media Products to High Function Materials, from Social Infrastructure & Industrial Systems to Electronic Systems & Equipment etc. Hitachi has more than 33,000 employees.

With an emphasis on communications and services, Hitachi has a vision to create richer lives and a better society through technological advances. With the proposed .hitachi TLD, the Applicant is aiming to consolidate its existing domains in various other TLDs into an official .hitachi extension. This will facilitate the discovery of new info about the company and help to gain mindshare.

It will also be a pioneer in the domain name system. "Registrants of .hitachi domain names will be pioneers in benefitting from the value of a 'company/brand TLD."

The company's current domain name portfolio contains many generic and country code names. (Part of the rationale for this has been to protect Hitachi trademarks.) The new unified brand TLD will alleviate user confusion.

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...Internet users often have difficulty differentiating bona fide websites from fraudulent ones. Positioning .hitachi as the official domain for the company, and unifying the company/brand's web presence under .hitachi, would provide easy access and interaction...

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The new .hitachi string will make navigation more convenient for visitors and improve the user experience. It directly represents and reinforces the Hitachi brand, and hence "the Applicant expects it to be a highly effective marketing and branding tool". It should have a positive effect on attracting visitors to company content. Hitachi's reputation will also be enhanced.

Once established, visitors should come to understand that .hitachi domains are trustworthy, official and authentic. Visitors should come to understand that they can visit these websites with confidence. Hitachi actually calls it "unprecedented trust".

The TLD will also simplify domain management — the current range of company domains has a wide range of different registration, operational rules and login-in requirements. These could all theoretically be replaced with a more logical set of .hitachi domains which could then be more memorable.

Security will also be a priority. Privacy and confidentiality will be respected. The applicant will prohibit any activity that harms the stability or security of the domain name system, for example phishing, pharming, malware, spam, material of harm to minors and so on.

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The Applicant will also implement proven security measures at every level of the .hitachi business and technical operation to provide maximum protection for its stakeholders.

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globe pictureGeographic Dot Brands

Hitachi, Ltd. will comply with the Registry Agreement's "Schedule of Reserved Names at the Second Level in gTLD Registries". Names described in the Country and Territory Names section, for example the ISO 3166-1 list, will be reserved.

At a later date, the Applicant may apply to the relevant governments, ICANN and the GAC for the release of various geographical names for use in the .hitachi TLD. Hitachi may hence seek the "approval" or "non-objection" of relevant governments.

A domain such as does not appear to be detrimental in any way to the Japanese government; rather, it has demonstrable positive value to the public as it would assist in simplifying navigation to company content.

NOTE: second level = left of the dot

Possible .hitachi 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



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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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