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 .ibm Dot Brand

International Business Machines Corporation is the world's oldest technology company. IBM communicates, processes and stores information offering a broad range of services that include computer hardware and software. It has over 400,000 employees around the world and operates in more than 190 countries.

The Applicant intends to build its proposed .ibm TLD to provide intuitive online identities for its business units, geographic divisions, products and services. These new destinations will benefit its employees, divisions, partners, vendors and customers.

The .ibm string will increase access to IBM content, make navigation simpler and provide clarity and consistency to the company brand. It will help the company to differentiate its offerings and compete in the marketplace. The company is keenly aware that both its customers and its competitors are changing.

Some business models are becoming obsolete, the industry is shifting and new partnerships are reshaping the competitive landscape. These changes are "heightening the importance of the brand and managing brands as assets." IBM hopes its new brand TLD will be integral to this evolution.

Value is created in the network of business relationships within and across industries, and IBM hopes to use the .IBM TLD to bring together and enhance that network of existing relationships for the benefit of IBM's consumers and partners alike.

The IBM brand is a key strategic asset. In 2011 it was valued by Interbrand at over 69 billion dollars.

The role of the brand is to establish a powerful and enduring "source of value" that maintains relevance with customers, differentiates us from competitors, and resonates across the entire enterprise.

IBM considers it vital to keep its brand strong and relevant, and sees the .ibm string as a potential means of enhancing this.

quotation mark

The intended mission and purpose of the .IBM TLD is to provide clarity, authenticity and logic to the IBM brand's many parts... and to create an intuitive web identity for the company...

quotation mark

IBM holds trademarks on the "IBM" mark in 170 countries for a wide range of products, in particular in relation to information technology. It is one of the world's most recognised trademarks. The company's current domain name portfolio contains 259 names, of which more than 200 are country code domains.

The .ibm string will help the company differentiate and define its range of products, markets and so on. IBM anticipates incorporating descriptive identifiers such as and existing trademarks like The TLD may be used to distinguish between "traditional Internet marketing sites and consumable applications or services".

IBM's naming strategy includes a focus on clarity and consistency to maintain and promote the power of the IBM brand. The company identity is carefully positioned to align with customer expectations.

IBM has more than 17,000 named products and services. The company has a sophisticated and centralised system to create product descriptors that eliminate confusion, ensure company-wide consistency and "build brand equity into making IBM 'easy to do business with'."

quotation mark

The ultimate goal is to create domain names that leverage the power of the IBM name, enabling IBM Users to more conveniently and directly access IBM's breadth of products and services, while protecting the IBM brand and reputation.

quotation mark

The .ibm extension will establish a new and trusted source of information for visitors, and IBM's existing privacy policy will be enforced.

quotation mark

...use of the TLD will enable the company to strengthen and preserve its brand name and reputation, and provide IBM Users with a trusted space that will ensure they are accessing IBM and are not falling victim to piracy or other internet schemes...

...Further, in an age of malware, phishing, cyberpiracy and counterfeit products, the establishment of the .IBM TLD under IBM's exclusive control creates a legitimate, secure platform...

quotation mark

The Applicant does not provide details of its program to communicate awareness of the new TLD other than to say it will inform users about the benefits and authenticity of the .ibm string.

globe pictureGeographic Dot Brands

IBM will compile a comprehensive master list of geographic names to be reserved from registration to comply with Specification 5 of the New gTLD Registry Agreement.

This list will include country and territory names from the ISO 3166-1 list (including the EU). It will also include the relevant names from the UN Group of Experts geographical names document and similarly a list from the UN Working Group on Country Names.

IBM does foresee that it may have an interest in utilizing country names within .ibm brand domains in the future, and hence makes mention of a procedure for release of reserved geographical terms.

We understand that if we wish to release the reserved names at a later date, this will require agreement from the relevant government(s) or review by the GAC, and subsequent approval from ICANN.

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


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