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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 .intel Dot Brand

Intel Corporation is the world's leading maker of semiconductor chips. It develops advanced integrated digital technology for industries in a broad range of fields such as computing and communications. Intel has a long term goal of transforming itself into a "computing company that delivers complete solutions in the form of hardware and software platforms and supporting services".

The "Intel" brand is among the most valuable in the world and the company recognises that transitioning the brand into a corporate TLD will become an important part of its future digital strategy.

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The preservation of this brand is of paramount importance to Intel in all aspects of its operations, including and especially on the Internet.

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The broad mission of the .intel TLD is to serve as an intuitive and hierarchical namespace. It will be a trustworthy and authentic destination that protects Intel's online identity. It will provide information on the company's business and focus. It will also provide an "innovative, virtual avenue to Intel branded products that will deepen and broaden its relationship with consumers".

The possibility of the string being used by subsidiaries and affiliates will be evaluated. (Intel also notes that at the time of application, insufficient time had passed to fully evaluate the possibilities of the TLD.)

The .intel extension will assist with marketing and communications. It will provide an online marketplace for goods and services, and a destination for interested visitors and investors. The new TLD will provide a single, unified and trusted ecosystem of information. Differentiation and innovation will be primary driving factors to build customer recognition.

Intel hopes the string will eventually be elevated to the trusted status of TLDs like .edu and .gov. Consumers will come to understand that all the domain names are fully controlled and authorized by Intel. If all these factors come to fruition it has the potential to "serve as a cornerstone of Intel's online strategy".

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Intel will be analyzing and evaluating other .BRAND gTLD applications as well as general market adoption to determine short- and long-term potential best-in-class use case options to most effectively serve and enhance Intel's online strategy as a leading global computing company.

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Intel is planning a four stage rollout:

1. Security, stability and interoperability testing by IT personnel.

2. Extended internal use, and evaluation of a strategy to migrate current content and traffic to the new TLD.

3. After evaluation of Stage Two, possible transition of traffic to the .intel TLD. There will be further analyses of marketing initiatives and so on. Intel anticipates the number of domain registrations will be less than 10,000 in the first five years.

4. Further evaluation of all factors including changes to the domain industry itself which the company expects to take at least five years. Intel will also factor in its current and future business plans and so on. Consumer recognition and adoption of the new TLD program will be monitored.

Intel's application also mentions that it will take into account the response of search engines to the new generic and brand TLDs.

If the rollout continues, Intel will implement a communications and outreach program that will include "advertising, media outreach, in-store communications, and email campaigns".

Ultimately, at a time yet to be determined, the Applicant may migrate its content over to the new string.

Intel will evaluate potential strategies to migrate all traffic away from the current network of second-level domains registered in various gTLDs to the .INTEL gTLD...

...Intel may decide to initiate a targeted, pilot rollout using select gTLD domains as primary addresses and, after careful analysis and study of this rollout, Intel may engage in a broader initiative...

The .intel extension will provide the flexibility to create short, intuitive and memorable internet addresses.

Intel believes that the .INTEL gTLD can provide an online single-source identifying function for current and future Intel customers around the world that can replace the current approach of heavily relying on ccTLD registrations, to which Intel must resort as it expands into different global markets.

NOTE: cc = country code

The Intel string offers the opportunity to provide a secure channel for the company's online activities. By visiting an .intel website, consumers should be able to avoid the risks of phishing, malware, cybersquatting, piracy and other harmful experiences. Privacy and confidentiality will be protected. The potential risk of infringing goods and services will be minimized. Intel will have less need for defensive registrations.

The provision of a trusted online experience is paramount.

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While companies such as Intel fight a never-ending battle to protect valuable intellectual property from piracy and fraud on the Internet, the .INTEL gTLD potentially offers consumers a safe and intuitive means of accessing authorized content from Intel.

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globe pictureGeographic Dot Brands

Intel is keenly aware that the protection of sensitive country and territory identifiers in the domain name system is of concern to their respective governments.

The Applicant has reviewed the various background documents about geographic terms such as the ISO 3166-1 list, the UN Group of Expert's name manual and the UN Working Group's list of geographical names.

Intel is committed to initially reserving the country and territory names contained in the internationally recognized lists... attached to the New gTLD Applicant Guidebook at the second level and at all other levels within the .INTEL gTLD...

Global markets are important to Intel and the company uses a variety of country code domains like,, and for its communications. These serve to provide consumers with a "geographical and intuitive namespace to navigate for relevant content".

The Applicant states that its prior use of geographical identifiers demonstrates fair and non-misleading use. Intel would like to evaluate whether offering geographic names within .intel domains will assist consumers, resonate with search engine results and drive innovation. Hence it will seek to be able to utilize geographical terms in its TLD.

...Intel believes that the .INTEL gTLD can provide an online, single source-identifying location for its current and future customers worldwide, as well as enhance and supplement the current brand and geographic-specific domain names that Intel has used in different markets around the globe.

Therefore, Intel looks forward to working with the GAC in collaboration with other dot brand applicants to obtain approval to launch country and territory related domains.

Possible .intel 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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