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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 .mitsubishi Dot Brand

Mitsubishi Corporation was founded in 1918 and is comprised of around 563 companies. It operates in more than 80 countries with more than 60,000 employees. Mitsubishi, a leading general trading company, is essentially a community of a multitude of independent companies.

It's activities are highly diverse and include transport, machinery, food, chemicals, mining, energy, construction, banking & securities, communication & IT, insurance, consulting, research, aged care and other products & services.

The new .mitsubishi extension will enable the company to communicate more easily with internet users, customers, employees and affiliates. Mutsubishi already has a strong online presence and the company is very aware that its use of internet (and email) technologies is a significant resource for achieving its long-term business development goals.

The distinctive new TLD will improve user experiences and present many new opportunities. It will be simple and intuitive for people to navigate to .mitsubishi site content. The need for search engines may be reduced.

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The TLD will become a supporting branding, technology and services platform for The Company's mission and its businesses...

...The Company envisions that the .MITSUBISHI TLD and the domain names registered under it will provide a great opportunity to interact online with current and potential customers and stakeholders.

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Mitsubishi's current domain name portfolio consists of more than 250 domains. The well-known corporate brand "Mitsubishi" has been registered as a trademark in more than 180 countries and regions. The new TLD will allow the company to have greater control over its online communications. It will use leading-edge technologies and business practices to create a positive user experience and encourage deeper interaction.

The Company expects to benefit from the TLD by increased and more effective brand recognition in its marketing and communications, and by having an ample supply of relevant and available domain names to use in its business...

...The branded nature of the TLD will serve as a differentiation force, as a distinctive name space that simplifies users' choice to interact with The Company...

The .mitsubishi string will become a carefully controlled new internet space to connect with all stakeholders — a namespace that will not be limited to just websites, email and social networks. The TLD may further be used to provide ancilliary services such as web hosting, SEO, marketing and consulting services.

After a few years, the Applicant may consider licensing use of the company dot brand to affiliates. Any such use would be strongly defined and regulated.

Under the existing constraints of the domain name system, desirable domain names may either be unavailable or too expensive. By owning its own dot brand Mitsubishi will be able to overcome this obstacle. The sudden unlimited supply of relevant domains will present great opportunities.

The .MITSUBISHI TLD will allow The Company to innovate and create many uses for domain names which today are too complicated, or are unforeseen... ample supply of immediately available, inexpensive domain names relevant to The Company is likely to pay dividends in ways we do not currently foresee...

Mitsubishi anticipates that consumers will quickly learn to distinguish the brand domains from existing generic and country code domains such as .net and .ca. Just as they understand the way brands function in both the bricks and mortar world and online, consumers will come to understand the way brands will be used at the top level of the domain name system (to the right of the dot). The company believes that "many internet users will quickly grasp the concept behind these TLDs".

The company is quite specific about the logic that will underpin its domain strategy.

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...the TLD will provide an easily navigable and predictable domain name space. For example, geographicnames.MITSUBISHI for locations of The Company's localized websites, function.MITSUBISHI for websites related to that company function, product.MITSUBISHI for websites related to that product. All of this will lessen users' confusion when interacting online with The Company.

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Mitsubishi will ultimately use its TLD in marketing initiatives to communicate information about its operations in both specific and general ways.

For example, a user who first sees an advertisement for product.MITSUBISHI may later directly navigate to search.MITSUBISHI to search for other products of The Company.

The company expects that users (and various media) will use the new domain identifiers in communications with the world at large. Some info about the company will likely expand virally. Further, the hundreds of brand domain strings owned by other companies are expected to share collective benefits from the creation of this entirely new class of domain assets.

Mitsubishi's aim is to create a trustworthy domain space with robust security features. The .mitsubishi TLD will serve as an indicator of trust and authenticity. The integrity of .mitsubishi websites will be assured.

Internet users will have an enhanced experience by being offered safe and legitimate destinations with security-associated risks mitigated against. All kinds of illegal or fraudulent activity, spam, phishing, malware distribution, illegal access, defamation etc will be protected against. Confidential information will be guarded. The security of online transactions will be protected.

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The Company intends to use advanced technical and policy measures to ensure the security of online transactions and communications, and to ensure that domain names in the TLD are only used for purposes authorized by The Company...

...The abusive registration and use of domain names in the TLD is not tolerated given that the inherent nature of such abuses creates security and stability issues for all participants in the Internet environment, and thus could create negative association with our brand.

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globe pictureGeographic Dot Brands

ARI Registry Services (ARI) will provide the technical infrastructure for Mitsubishi's brand domain.

ARI will develop a comprehensive master list of geographic names that will be reserved from registration to meet the conditions of Specification 5 of the New gTLD Registry Agreement.

This master list will include country & territory names contained in the ISO 3166-1 list, a UN Working Group compilation of standardized names and a UN Group of Experts geographical names Reference Manual.

The Application describes a release procedure (that will require ICANN approval) "if and when The Company wishes to release any reserved names at a later date" and any future use of country names will be used responsibly.

Generally, it is extremely unlikely that The Company's authorized use of any countryname.MITSUBISHI or cc.MITSUBISHI domain name could be confusing to users, or otherwise offensive to any country.

The application stresses that any geographical term used will be in connection with representing the Mitsubishi brand name. It is difficult to anticipate any misconduct in this regard. If any potential country domain name is perceived to be deceptive or offensive, the Company will have a strong desire to "resolve the situation quickly and respectfully to any affected country's sovereign interests".

Possible .mitsubishi 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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