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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 .honda Dot Brand

Founded in 1948, Honda Motor Co., Ltd. is a group of 382 companies with almost 180,000 employees. It conducts business in more than 50 countries and manufactures motorcycles, automobiles and power products. It also has diverse activities in other fields such as aviation, marine and financial products.

The .honda TLD is intended to become a "supporting branding, technology and services platform for The Company's mission and its businesses". It will enable Honda to communicate more effectively and easily with customers, employees and partners, thus benefiting internet users. It will provide a great opportunity to build upon that interaction with all stakeholders.

The .honda string will provide opportunities for greater promotion and improved navigation to Honda content. Navigation will be more predictable. The Applicant cites examples such as "geographicnames.HONDA* for locations of The Company's localized websites (and) function.HONDA for websites related to that company function...".

* NOTE: See below for info about geographic terms.

...a user who first sees an advertisement for product.HONDA may later directly navigate to search.HONDA to search for other products of The Company.

Customers will have a more distinctive online experience. The intuitive architecture of the .honda string should reduce their reliance on search engines to find relevant content.

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The .HONDA Registry will provide an Internet space, under the control of The Company, to allow for the distribution and exchange of information among The Company and its stakeholders by means of, but not limited to, websites, social networks, email and other technologies...

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The Applicant anticipates that registration of .honda domains will be limited to the company itself for around three years, after which affiliates may be allowed to utilize names under strict contractual conditions.

Honda currently has more than 450 names in its domain name portfolio. The 'Honda' brand is registered in around 178 countries and jurisdictions. The .honda extension will improve brand recognition and thus enhance the group's marketing activities. It will also help the company to have greater control over its online brand image and operations.

The Company anticipates having an ample supply of relevant domain names available for its use, which will assist in marketing all of The Company's products, delivering products and services, and developing new services.

Until now, acquiring new and relevant domain names has been complicated and expensive, often requiring purchase from a third party on the aftermarket. Honda anticipates gaining good dividends from having access to an "ample supply of immediately available, inexpensive domain names".

Today, it is often difficult to find a relevant and easily available domain name from existing registration providers. Even if one is found, often pricing is prohibitive because the domain name is only available on the secondary market.

Honda provides an insight into the underlying blueprint of its naming conventions:

...For example, geographicnames.HONDA for locations of The Company's localized websites, function.HONDA for websites related to that company function, product.HONDA for websites related to that product.

Honda intends to use leading-edge technologies and business practices to build its brand TLD into a highly effective online branding and services platform. The TLD will reinforce the company's ideals.

Accessing the platform will be a positive experience for visitors. A key aim is to leverage the infrastructure and marketing to encourage deeper user interaction. The Applicant also anticipates unforeseen benefits to emerge.

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The branded nature of the TLD will serve as a differentiation force, as a distinctive name space that simplifies users' choice... ...many users more likely will be able to directly navigate to intuitive domains and subdomains, saving time and resources from first accessing a search engine.

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Because there will be many new brand domains launched by major corporations, Honda expects consumers to clearly recognise them at the top level of the domain name system, just as they can distinguish them in the bricks and mortar world of business.

The .honda string will incorporate robust trust and security features. Advanced technologies will be used to ensure the security of transactions and communications online. Privacy and confidentiality will be protected. There will be specific prohibitions against all kinds of illegal and fraudulent activities such as phishing, pharming, spam, malware, defamation and so on.

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The Company intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.

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globe pictureGeographic Dot Brands

To comply with Specification 5 of the New gTLD Registry Agreement, geographic names will be restricted from registration in the .honda TLD. Honda will develop a comprehensive master list of reserved country and territory names based on the ISO 3166-1 list (including the European Union) and the UN Group of Experts list in the Manual for the Standardisation of Geographical Names.

If and when Honda wishes to deploy reserved geographic terms, for example (which will require ICANN's approval) a special release mechanism has been developed.

This mechanism will be consistent with a previous system which allowed for geographic names to be released in the .info TLD. The GAC will be presented with the opportunity to object to and prevent the use of such country names to comply with ICANN rules.

Since the .honda string will be used to represent the company's brandname, it is "almost impossible to anticipate any abuse or misconduct". If any name is ever deemed to be confusing or offensive, Honda as a responsible global company will be very keen to remedy the situation without delay.

Generally, it is extremely unlikely that The Company's authorized use of any countryname.HONDA or cc.HONDA domain name could be confusing to users, or otherwise offensive to any country.

NOTE: cc = country code

Possible .honda Brand Domains (specifically named in the application)


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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