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 .macys Dot Brand

Macys, Inc. operates about 850 department stores, outlets and furniture stores across the USA. Macy's was established in 1858 and today has more than 150,000 employees. The company offers a very broad variety of products such as apparel and homeware.

Macy's strives to provide an excellent shopping experience that "transcends ordinary shopping". In furthering this aim, the company believes the key to its future success will be to integrate its activities with internet and mobile technology. This initiative will broadly serve the public interest and provide a positive user experience.

quotation mark

Thus, Macy's strives to engage its customers in stores, online and via mobile devices by investing and tailoring the necessary talent, technology and marketing to its customers' needs...

...Macy's adopts an omnichannel integration approach that blurs the line between Macy's stores, the internet and mobile technology.

quotation mark

A program of continuous innovation is a paramount consideration in the application for the .macys TLD. The aim is to improve the shopping environment (including online) and enhance consumer engagement, loyalty and traffic. The new string will also help the company differentiate its services.

The Applicant intends to continue its innovative user focused marketing and special event strategies in the domain space.

...Macy's invests in talent, technology and marketing that allows it to ensure that each and every Macy's store is tailored for the customer shopping in that location by tailoring its merchandise assortments, space allocations, service levels, visual merchandising and special events.

Macy's strives to respond quickly to customers and build deeper relationships. These loyal customers will appreciate the flexibility and convenience of this evolving shopping experience.

Macy's will be able to create and control domain names that promote the identity of its brand and the authenticity of its websites. It will be a coherent online brand presence. Authoritative sites will be built for the company (and possibly partners). This will help fulfil the mission to benefit visitors by increasing trust and confidence while eliminating user hesitation and confusion.

Navigation will be simple and intuitive. Content will be more relevant and direct navigation will be facilitated. (You should be able to type in "" and arrive immediately at the right content.)

The .macys string will assist the company's marketing efforts by being able to create new domain names on demand. It will help the company to provide customers with resources and services and enable personalised marketing strategies. Wider choices can be offered and transaction costs can be lowered.

quotation mark

Given the restricted nature of .macys, it is anticipated that between 200 and 400 domain names will be registered in the first 3 years. However, the number of registrations is likely to increase as Macy's develops and implements new services...

quotation mark

The "Macy's" trademark is registered in about 150 countries and territories, mainly in the clothing, leather goods and jewelry classes. The company's extensive portfolio contains 25 "exact match" domains such as and more than 430 containing the "Macys" term such as

A media plan will promote the proposed new TLD. Prior to a more extensive rollout, it is anticipated that internet traffic will initially be redirected to existing websites.

Macy's has an extensive media presence covering print, broadcast, and digital channels. With the addition of the gTLD, Macy's will ensure that the general public is informed of the existence of the new gTLD through these channels.

Businesses and consumers are faced with increased online criminal activity such as data breaches, hacking and phishing. The new brand TLD will increase the level of trust and eliminate malicious behavior without hindering convenience.

quotation mark

These sophisticated criminal activities cause reputational damage to businesses as internet users lose consumer confidence and trust with the businesses targeted by such criminal activities. The .macys gTLD will facilitate greater trust and assurance from internet users...

quotation mark

Privacy and confidential information will also be protected.

globe pictureGeographic Dot Brands

Macy's intends to initially reserve from registration the two-character labels and geographical descriptions as required by the Registry Agreement in Specification 5.

Macy's application notes that it may be possible to obtain release of these country & territory names subject to agreement by governments and approval by the GAC and ICANN. It notes that the rationale for reserving geographic names is more applicable to open generic TLDs rather than closed brand domains. It will not use geograhic names until ICANN has approved their use.

The Applicant further believes that the use of geographical terms within the .macys TLD will be valuable to internet users when they search for relevant local content (and avoid confusion).

The possible incorporation of native languages later would add to the overall positive experience.

...Macy's, Inc 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 Macy's, Inc's content that is specifically relevant and targeted to users in the particular geographic region...

Macy's application hence proposes a number of procedural options whereby the company may be able to obtain the appropriate approval. An example procedure might be to offer a government 90 days to object to use of a country name (at no charge).

The Applicant points out its due respect for governments and that its domains are extremely unlikely to be in any way offensive to any country. If they were, Macy's would act decisively to fix it. Nor would the use of country signifiers be confusing or detrimental to internet users (the opposite would actually be true).

Possible .macys 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



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