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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 .hughes Dot Brand

Hughes Satellite Systems Corporation is a leading provider of satellite broadband for homes and offices primarily in North America but also in more than 100 countries. The company delivers sophisticated network technologies and managed network services for enterprises and governments. The company is a subsidiary of EchoStar Corporation.

Hughes intends to create a personalized brand experience for its customers and partners under the new .hughes TLD. This unified and connected digital space will facilitate enhanced communication and interaction with stakeholders. It will meet the challenges of future client expectations and competitive market demands.

The TLD will simplify navigation to official Hughes content. It will also streamline business processes and reduce turn-around times.

The .hughes string will facilitate enhanced marketing campaigns and help facilitate the delivery of product & service marketing and advertising.

quotation mark of the goals of the proposed .hughes gTLD is to position Applicant to meet future client expectations and competitive market demands to ensure it can continue to grow its reputation in the telecommunications and satellite services industry, as well as in the global marketplace.

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Hughes anticipates using the latest technology to use the .hughes string in innovative ways to provide quality service. There may be new ways to communicate and interact yet to be devised.

Hughes intends to use its current websites, public relations activities and outreach channels to promote the new .hughes TLD and inform the market. A focus will be to define the benefits for prospective customers. The company believes a sustained outreach campaign "will be critical to building trust and confidence in the legitimacy of the TLD".

...appropriate company and product communication campaigns... will likely involve all communication channels, including but not limited to, TV, radio, mobile, print, social media, direct mail, online advertising and marketing...

Then, Hughes will extend its communication efforts via various marketing and advertising campaigns and interaction.

The .hughes brand extension, by its nature of being a single registrant TLD, will give the company the opportunity to differentiate itself on the internet. Visitors will understand that company TLDs are authentic and trustworthy. Since the Applicant's products and services will all be unified under one authentic brand umbrella, users will be prevented from being "misled, believing andžor acting on erroneous, information". The new string will foster a sense of trust.

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The proposed .hughes gTLD will enable customers and other business partners and Internet users to distinguish on the face of the domain name alone whether the site is an authorized company site.

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The application warns about the dangers of online cybersquatting, identity theft, phishing and other scams. The .hughes extension will help to facilitate secure interaction with customers and partners. Hughes also expects the TLD to help it to "further demonstrate its commitment and market leadership with regard to privacy of consumer data".

Due to the nature of its business, Hughes collects highly sensitive and private information from its customers who in turn expect the highest level of security and confidentiality. Hughes carefully shares this info with authorized parties.

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To further demonstrate Applicant's commitment and market leadership in the area of data security and privacy within its industry, Applicant intends to utilize the .hughes gTLD to create a restricted, exclusively-controlled online environment...

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The aim is to improve client service delivery and satisfaction, secure their private information, and "increase customer confidence and trust in conducting business online."

globe pictureGeographic Dot Brands

Hughes intends to protect names with national or geographic significance as specified in Specification 5 of the New TLD Registry Agreement.

The Applicant leaves open the possibility that it may seek approval from the respective governments to use currently reserved country and territory names in the future.

Registry operator will work with respective GAC representatives of the country's relevant Ministry or Department to obtain their release of the names to the Registry Operator.

Possible .hughes 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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