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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 .marriott Dot Brand

Marriott International, Inc. is a large hospitality services group with more than 150,000 employees and 3,700 lodging properties operating in 71 countries and territories. Its brands include iconic names such as Ritz-Carlton and Renaissance. The group has a wide range of offerings for full-service, select-service and extended-stay lodgings.

The company intends to make a single application for the .marriott TLD which it describes as a "unified corporate approach" and a "single trusted ecosystem experience".

Marriott is interested in testing the utility of its new extension to build a hierarchical and intuitive namespace that will reach guests through online campaigns and communication.

The applicant will carefully monitor the success of other brand names and the impact of the new gTLD program on the internet.

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MWC will be analyzing and evaluating other .BRAND gTLD applications as well as general market adoption of new gTLDs to determine short- and long-term potential best-in-class use case options to most effectively serve and enhance Marriott's online strategy as a leading global retailer with operations in the following segments...




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NOTE: MWC = Marriott Worldwide Corporation

Marriott currently uses a variety of domain extensions such as .ca, .net, .cn and .eu etc which it describes as "its current patchwork network...". The new .marriott TLD will provide greater options for short and memorable domain names.

The Applicant currently uses a wide variety of corporate websites such as and Under the current domain name system, the company has been forced to use a "mix-and-match approach" as it expands into new global markets.

MWC believes that a .MARRIOTT gTLD can provide an online single-source identifying function for its current and future customers around the world...

Marriott believes its operation of the .marriott registry will positively benefit consumers and have no known negative consequences or cost implications. Navigation will be simpler to property & services information, public interest & awareness content and ad campaigns.

The company will continue to pursue opportunities to distribute its content in various channels (including mobile) as it expands. Its domain name program will serve as a cornerstone for its mission to achieve differentiation and innovation by leveraging existing and emerging technologies.

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...Marriott believes that a .MARRIOTT gTLD has potential to provide an innovative, virtual avenue to Marriott-branded content that will deepen and broaden the company's relationship with consumers.

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Marriott has plans for a four stage implementation program:

1. IT personnel will test the TLD to verify that access is seamless, interoperability with software functions perfectly and security is proven. Future strategies and stages will be planned.

2. .marriott domain names will be used widely by internal corporate staff. Migrating traffic away from existing domain names to the new unified string will be further evaluated. Extending registration to licensees and partners will also be considered.

3. Marriott may commence the permanent migration of traffic to the new .marriott string. Many evolving strategic industy factors will be carefully considered.

If a decision to extend registration to third parties is made, this would also occur in stage three.

4. Analysis of changes to the domain name system and in particular the impact of the brand domains will continue, as well as technical considerations, will drive potential expansion.

The applicant believes the process will take around five years to reach this stage. The application states that "the extent of likely benefits is currently uncertain" until the extent of user adoption of ICANN's new domain program (and response by search engines etc) is known. Potential use of the .marriott TLD will also be driven by the company's future business plans as described in its annual reports and investor filings.

If everything proceeds as envisioned, an outreach and communications program may include "advertising, media outreach, communications, email campaigns, etc.".

After consideration of the following factors: analysis of Marriott's existing domain name portfolio; internal analysis of marketing initiatives; and the fact that MWC will have full control over the number of registrations in the .MARRIOTT gTLD namespace, MWC is confident that the number of domain name registrations will be less than 10,000 in the first five years of operation.

The Applicant intends to build a trusted online environment for current and future guests searching for information about Marriott services and properties.

Providing current and prospective guests with a trusted experience is paramount to MWC and its parent, Marriott International, Inc., and a .MARRIOTT gTLD will be used to further that goal.

The new brand TLD will also benefit the interests of investors and the general public. Consumers should benefit through the elimination of malicious activities such as fraud, phishing, pharming, malware, piracy and cybersquatting. Customer privacy and confidentiality will be secure.

Guests will come to understand that domains under the .marriott string are trustworthy and authentic. Continuous protection of its valuable "Marriott" brand will always be a paramount consideration.

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This verified ecosystem provides current and prospective guests with a single, trusted source for Marriott brand products and information with a substantially lower risk of fraud and/or scams.

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Marriott would like to see its brand string rise to the level of trust displayed by the .gov and .edu domain extensions. It also believes that its new TLD will assist with its "never-ending battle" to protect its online brand and intellectual property rights.

globe pictureGeographic Dot Brands

Marriott will initially reserve the country & territory terms which are described in Specification 5 of the New gTLD Applicant Guidebook. The Applicant is keenly aware of the sensitivity those identifiers have with various national governments.

Hence Marriott will reserve from use in the .marriott TLD the geographical terms contained in the ISO 3166-1 list as well as those in a UN Group of Experts name list and a UN Working Group standardized names list.

Marriott operates properties in over 68 countries & territories. Its current domain name portfolio includes various country code TLDs such as .cn and .fr. The company leverages internet technology to help guests search for accommodation around the world. Hence, the Applicant is interested in incorporating fair and non-misleading use of geographical identifiers in its new domain space.

Given this geographic approach to finding Marriott content, and given that Marriott operates in numerous international markets, MWC intends to explore the option of providing a hierarchical and intuitive framework for the .MARRIOTT namespace by using geographical identifiers as second-level domain names.

The use of country names at left of the dot would be intuitive, assist direct type-in navigation internet users, and likely improve the relevancy of search engine results.

The use of geographical terms would assist the company's mission to provide an online single-source namespace for its guests. The company illustrates the functionality possible by listing a few existing "mix-and-match" company domains such as:

These existing geographically based domains also demonstrate that Marriott operates responsibly and actively avoids misleading the public. The above names, for example, are not detrimental to New York, Mexico City or Japan.

Hence, Marriott hopes to collaborate with other applicants and the ICANN community to obtain permission to use geographic terms.

Possible .marriott 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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