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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 .hotmail Dot Brand

Microsoft Corporation operates in over 100 countries with more than 90,000 employees. Microsoft attributes the success of its free webmail service Hotmail to its effective security and anti-spam measures and its flexibility to share photos and files, editing documents and syncing mail, calendar and contacts. Almost 10 billion daily messages are sent by Hotmail's users. Mail can be accessed from any Internet-connected device, anywhere.

Hotmail is assessing the opportunities that the .hotmail string presents to deliver secure communications and services to meet its broad aim of "making information technology more powerful, more useful, more affordable and more accessible." (Applicant citing its own 2010 Annual Report.) The new TLD will also help to protect its important 'Hotmail' brand.

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The Mission of the .hotmail registry is to lay the groundwork to provide consumers and businesses who interact with Microsoft through the .hotmail registry with a more secure and authentic experience, to promote the Hotmail email service, and to protect the Hotmail trademark and associated intellectual property.

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The Applicant hopes that the .hotmail string will help it build the foundation of a globally recognized platform with strengthened security, stability and reliability — complementing the goals of the existing Hotmail email service. An appropriate outreach and communications program will be implemented to promote the TLD.

Microsoft intends to continue its trajectory from its legacy as a cloud computing pioneer 15 years ago and leverage this "opportunity to offer our hundreds of millions customers an increased sense of security and authenticity." A prime goal is for .hotmail brand domains to be perceived as the most trustworthy.

Microsoft is proud of the features that differentiate its service from the email services of its competitors. It anticipates that the .hotmail extension will present opportunities to further improve customer experience through innovation.

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For example, the most recent version offers an encrypted connection for the entire duration of a session and allows users to create one-time passwords to help to protect their privacy on a computer located in a public space such as an internet cafe.

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The .hotmail string will be used solely to enhance Microsoft's strategic and commercial interests. It will not be used to knowingly infringe or misappropriate any third partys' intellectual property. The Applicant will also strive to protect the confidentiality and privacy of its customers and employees.

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We constantly strive for ways to identify and remove spam and are assessing how a .hotmail registry can enhance these efforts.

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Microsoft believes its commitment to security and anti-abuse policies are also beneficial to the entire internet community, and will work closely with its registry provider Verisign to counter malicious behavior. The companies will be pro-active to resist fraudulent activities, spam, phishing, pharming, malware, botnet command and control, copyright violation and so on.

globe pictureGeographic Dot Brands

Hotmail is committed to complying with the relevant laws, consensus policies and the Specification 5 requirements of the Registry Agreement.

The Applicant will reserve from registration the lists of country and territory names (including the short forms in English) in the ISO 3166- 1 document and the two relevant geographical lists compiled by a UN Group of Experts and a UN Working Group.

Because all proposed .hotmail domains are intended to serve the business aims of Microsoft, the reserved country terms cannot be offered to governments or other national bodies.

Microsoft does have an interest in applying to be able to use geographical names in the future.

Microsoft may seek to reach agreement with applicable governments or pursuant to a proposal reviewed by the ICANN Governmental Advisory Committee and approved by ICANN regarding release of country and territory names for registration at the second level by it for its own use.

NOTE: second level refers to left of the dot

Possible .hotmail 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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