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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 .microsoft Dot Brand

Microsoft Corporation provides software, services and hardware in more than 100 countries. Microsoft has a multitude of products such as Office software and the Xbox and is a major player in the world of business, media, entertainment and the internet. The company has more than 90,000 employees. Billions of consumers and businesses work, communicate or play with Microsoft products every day.

Microsoft's mission is "to transform the way people work, play and communicate throughout the world through the provision of software, services and hardware." Its aim is to help people stay connected with their diverse interests, create breakthrough ideas, and solve a wide variety of business problems.

The .microsoft extension has the potential to deliver a private computing experience that leverages the power of the famous Microsoft brand. The .microsoft string is described by the Applicant as "the gTLD counterpart to our world-famous Microsoft brand". Microsoft recognizes the importance of sustaining and building on the value of its brand and it intends to appropriately operate its registry with the highest possible standards of service.

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Microsoft is one of the most valuable and recognized brands in the world. The purpose of the .microsoft registry is to promote Microsoft’s products, services, and brand.

We are also assessing the opportunities that a new .microsoft gTLD has for the delivery of secure communications, products and services.

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The proposed .microsoft string will allow the company to further differentiate itself on the web. The application emphasizes the significance of operating a TLD that exactly matches its world-famous brand.

The registration of all .microsoft domain names will be restricted to the company and its subsidiaries. All domains will be used to enhance the company's commercial or strategic interests.

The TLD will enhance the ability to make connections with many thousands of partners, millions of developers and billions of customers. It is expected to provide Microsoft with a valuable new way to interact with customers across a variety of devices and services. Relationships will strengthen and grow.

With respect to the marketing of its new brand extension, Microsoft only states that "appropriate" outreach and communications will be utilized. However it can be safely assumed that the corporation will make a big and broad effort to launch the new Microsoft websites. This communications campaign and domain implementation will likely have part of its focus on the following vision of the future:

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We believe that the most engaging digital experiences will grow out of the combination of four things: smart devices, cloud-based services, natural forms of interaction between people and technology, and people's imaginations.

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Microsoft will work closely with its chosen registry services provider Verisign to ensure the highest level of security protection for the .microsoft string. Interaction with customers will be as secure as possible. Microsoft is also committed to protecting the private data of customers and employees.

All kinds of potential threats and malicious activities will be resisted. For example, activities such as fraud, spam, phishing, pharming, malware distribution, botnet control and trademark violation will be protected against as far as possible.

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Microsoft is fully aware that a robust abuse prevention and mitigation plan is essential for a new gTLD to guarantee the stability and security of the Internet space...

...In addition, Verisign, Microsoft's registry services provider, also brings extensive experience on minimizing malicious and abusive behaviors within the domain name space.

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globe pictureGeographic Dot Brands

Microsoft is committed to operating the .microsoft string in compliance with applicable laws, consensus policies, the Registry Agreement and RFCs*.

The Applicant will abide by GAC advice and reserve from initial reservation country & territory names as per the requirements of Specification 5 of the Registry Agreement.

Further, to avoid any conflicts with the Mission and Purpose of the .microsoft TLD, reserved names will not be made available to Governments or other official bodies.

Microsoft will not in the first instance register domains comprised of names on the ISO 3166-1 list, terms on a UN Group of Expert's manual on geographical names or a UN Working Group's list of standardized names.

Due to its size and global presence, the company is likely to apply for permission to deploy geographic terms in the future.

Microsoft may seek to reach agreement with applicable governments or pursuant to a proposal reviewed by the ICANN Governmental Advisory Committee and approved by ICANN regarding release of country and territory names for registration at the second level by it for its own use.

*SPECIAL NOTE: RFC = Request For Comments.

RFCs are organizational & technical documents containing internet specifications & policies such as networking, protocols, procedures, programs, concepts and opinions etc. RFCs are prepared by the Internet Engineering Task Force, the Internet Architecture Board and the Internet Research Task Force.

Wikipedia. RFC article.

Possible .microsoft 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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