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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 .jaguar Dot Brand

Jaguar Cars Limited (a subsidiary of Jaguar Land Rover PLC) operates in over 150 countries and has more than 7,000 employees. Jaguar designs and manufactures high performance sports cars and luxury saloons. Its pioneering car the SS Jaguar 2.5 Litre Saloon was launched in 1935.

The mission and purpose of the .jaguar TLD is to increase trust and confidence by creating an assurance of brand authenticity and eliminating the possibility of user confusion. Users will enjoy a confident and positive experience.

The Applicant will be able to create domain spaces that promote the Jaguar brand identity. This will enable an authoritative internet space for the company, its partners, its dealerships, its models, its specialty services — and also for marketing initiatives. Jaguar emphasizes that "consumer trust and continuous innovation are paramount considerations in all its activities".

The .jaguar extension will enable convenient and efficient interaction through its simplicity. This central reference point will be accessible and intuitive. The space will benefit internet users who will have more ways to access Jaguar content. Once they understand the concept behind the brand domains, consumers will be able to navigate directly and quickly to official and memorable Jaguar websites.

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The new .jaguar gTLD will enhance Jaguar's position as an innovative, forward-thinking car company, strengthen global online awareness of the Jaguar brand and provide an easily accessible and intuitive reference point for users to access information about Jaguar's range of luxury sports cars.

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The unique differentiation of the .jaguar string will generate increased consumer trust.

Jaguar intends to create relevant domain names for its products and services (and apply to be able to use currently restricted geographical terms). The application specifically mentions being able to "create domain names on demand". The company may seek to use internationalized domains at a later date to encourage diversity and add to the user experience.

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Given the restricted nature of the .jaguar gTLD, the projected number of registration is likely to be limited, with about 50 to 150 domain names registered in the first three years.

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Jaguar has trademarks in 130 countries and territories in various classes including vehicles, paper goods, clothing and business & financial services. It also has many "exact match" domains like, and in various country code extensions and a further 250 that contain the "Jaguar" trademark.

In the intitial rollout, Jaguar anticipates that its first TLDs will redirect visitors to current websites prior to a broader communication and outreach campaign.

The Applicant refers to the problem of desired domains not being readily available for acquisition in the current domain name system by any company seeking to build a coherent global online presence. Or, they can be prohibitively expensive to fulfil these unmet needs.

This problem is amplified for organisations such as Jaguar which has a strong global brand and operates across more than 150 different jurisdictions and geographical markets.

The single resistry status of the .jaguar TLD will strengthen its online reputation, enable a high degree of security, generate trust and eliminate the possibility of malicious conduct and abuse. Privacy and confidentiality will be strongly protected.

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...criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated resulting in loss of consumer confidence beyond mere monetary harm. The .jaguar gTLD will facilitate greater trust and assurance from internet users connecting with Jaguar online...

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globe pictureGeographic Dot Brands

Jaguar will initially reserve the sensitive country and territory names (and two character labels) listed in Specification 5 of the Registry Agreement, which refers to some ISO and UN lists of geographic terms.

However, the Applicant points out that some of ICANN's recommendations seem to be directed at open generic registry applicants rather than at closed brand applicants, to whom they are less applicable.

In other words, differing concusions could be drawn if comparing issues like authenticity and fraud minimization between sites such as and One could present a risk to the public, while the other would be in the public interest by providing intuitive and authenticated navigation.

Jaguar believes the use of geographic terms in the .jaguar TLD can mitigate against the risk of unnecessary user confusion and provide value to visitors because they will be reassured that the content is relevant to their locality.

...Jaguar Cars Limited believes that the use of geographic terms can provide great benefit and simplicity to internet users because these terms are intuitive ways to resolve to Jaguar Cars Limited's content...

Jaguar will explore various scenarios with ICANN and the GAC to ensure governmental agreement to find a mutually agreeable solution to utilize geographical terms. The company proposes several models under which it could begin implementing such names, for example:

Jaguar Cars Limited intends to use any Two-character label and/or Country or Territory Name domains in Jaguar Cars Limited's discretion, and to participate in or implement a process by which any Government may reasonably object to that use.

For example, Jaguar is proposing to give governments or the GAC 90 days to object to use of a reserved term, and if no objection is received, the domain will be created.

Jaguar states that it will be "extremely unlikely" that any use of a country descriptor will be confusing or detrimental to users or offensive to any country (or to the registry of a two-letter country code such as .de.) Jaguar is very respectful of any government's sovereign interest.

The Applicant's concluding statement is: "Jaguar Cars Limited will not use geographic names until ICANN has approved such use."

Possible .jaguar 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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