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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 .kpmg Dot Brand

KPMG International Cooperative operates in 153 countries and has 145,000 people in member firms providing Audit, Tax and Advisory services. Each member firm is a legally separate entity. KPMG's clients include corporations, governments, public sector agencies and not-for-profit organizations.

KPMG's clients look to the company for consistent professionalism and industry insight. The .kpmg TLD will support this role and provide a stable platform for the delivery of secure digital material. It will enhance the company's strategic and commercial interests.

KPMG is applying for the .kpmg string to enhance its reputation, support its strategic goals and protect its intellectual property. It will ensure the integrity of the KPMG brand and enhance its equity to the highest level. It will unify and harmonise its brand protection policies. This will benefit all stakeholders in the global group.

The Applicant wants to position itself at the forefront of innovative internet technology to benefit from future opportunities — as well as make a contribution to the new TLD program. It also recognises that the domain name system is continually evolving and hence its future strategy will be flexible and agile.

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KPMG may adapt its policies and proposed use of the gTLD in a manner consistent with the purpose, to reflect changes in its business and the adoption of new gTLDs by the community.

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The .kpmg string will benefit the public by providing an authentic and secure communication channel. Each domain will act like a clear signpost that the website is owned by KPMG and the content is genuine. This will increase the level of trust for consumers and clients.

The brand domains will also offer a key point of differentiation from competitors.

There is a great opportunity for excellent clarity. The domain names will provide memorable reference points for visitors.

The Applicant, like others, will monitor the rollout of the brand domain program and act accordingly. It is possible that the string will become the primary online destination for the group, and the application actually states (perhaps conditionally): "over time we will also take measures to promote .KPMG as the address for all KPMG web properties".

Country code domains may even be discontinued.

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We are eager to operate a registry with shorter domain names that are universally applicable across the globe...

...We look forward to utilising our new registry in conjunction with our current domains and will market under the term .KPMG if the new gTLD process proves to be a success as is anticipated. It enables us to leave behind complex naming hierarchies inherent in country code extensions.

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The TLD will also enable the possibility of foreign language sites in the future.

KPMG has developed a plan with Neustar, its registry services provider, to aim for the highest standards of technical & operational protection against malicious activity in its new brand TLD. This strategy aims to prevent activities like malware, spam, phishing, pharming, botnets and fast flux hosting etc from existing in the space.

The sensitive personal details of clients will be securely protected — this will be a key priority.

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As a global network of firms regularly involved in handling highly confidential client data, we take our responsibility to protect the private information of our clients and staff very seriously.

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globe pictureGeographic Dot Brands

In accordance with GAC advice and Specification 5 of the Registry Agreement, KPMG will initially block from registration within its brand TLD the relevant defined geographical terms.

The lists of restricted country & territory names are contained in the ISO 3166-1 list, the UN Group of Experts manual on Standardization of Geographical Names and the UN Working Group document about Country Names.

The Applicant is committed to complying with the applicable rules, consensus policies, best practice guidelines and RFCs (Requests For Comment). It will also respect various cultural and religious sensitivities.

We envisage that, over time, there will be demand from brand TLDs leading to the development of a standardised process for reaching agreement with the applicable government and requesting GAC review and ICANN approval for the release of country and territory names... when the registry is a single entity registry.

KPMG mentions that its diverse clients look to it for professional local knowledge. Geographical signifiers would be useful for this purpose.

KPMG anticipates that it will apply for the release of country & territory terms for use in the .kpmg TLD at a later date and expects that other dot brands will do likewise.

Possible .kpmg 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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