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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 .nec Dot Brand

NEC Corporation is a group of 283 companies with a history spanning more than 113 years. Based in Tokyo, it conducts business in more than 145 countries and has more than 115,000 employees. The company offers IT services, platform technology, social infrastructure, carrier networks and personal solutions.

The .nec extension is intended to help NEC interact more easily and effectively with internet visitors, customers, employees and partners. Communication and navigation will be streamlined to the benefit of internet users, and online interaction will be encouraged.

The .nec TLD is intended to become a "supporting branding, technology and services platform for The Company's mission and its businesses". NEC will use leading-edge technologies and practices to meet these goals.

NEC has a long term vision for the future of its business, and its valuable brand identity and internet presence are both vital parts of this. The "NEC" brand is registered in more than 180 countries or jurisdictions and plays an important role in promoting the company's goods and services. The Applicant states that its new brand TLD will serve as a "differentiation force."

The company's existing traditional domain name portfolio consists of more than 250 domains. NEC expects to benefit by soon having an "ample supply of relevant and available domain names to use in its business". These will not only help to promote existing goods and services, but new services as well, and the .nec domains will be deployed in various marketing initiatives.

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

NEC expects social and other media will help spread the word about its new online destinations.

In the past, domain names were often not available, or very expensive to acquire. The company plans to be innovative with its new ample supply of names and may ultimately use the namespace in unforeseen ways.

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The Company envisions that the .NEC 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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The .nec string will initially be restricted solely to the company (though after several years registration may be extended to affiliates under a strictly controlled program). The TLD will be used to promote the company's provision of products and services, assist navigation to NEC content, enhance the company's online presence and may also offer ancilliary services.

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The .NEC Registry will provide an Internet space... to allow for the distribution and exchange of information among The Company and its stakeholders by means of, but not limited to, websites, social networks, email and other technologies.

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NEC has a logical strategy to ensure its TLD is intuitive, useful and keeps confusion to a minimum. It may even reduce the need for search engines.

...the TLD will provide an easily navigable and predictable domain name space. For example, geographicnames.NEC for locations of The Company's localized websites, function.NEC for websites related to that company function, product.NEC for websites related to that product.

NEC also anticipates that internet users will quickly learn to distinguish the brand domains from existing generic and country code domains. They will come to understand the easy navigation. They will also come to understand the authenticity of the dot brands. The companies who go forward with brand domain strings should also gain in a collective sense from the general momentum. Consumers will expect them to operate reasonably consistently and will come to see them as reliable sources of information.

NEC intends to use robust security features to help create a reputation of reliability and authenticity for the TLD. The aim is for the string to be perceived as a trustworthy indicator of genuine NEC online content.

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Policies to define and address any potential abuse of any domain name within the TLD will be established and enforced, to constantly reinforce the .NEC experience and the reputation of the space.

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The Applicant intends to create safe and legitimate destinations where visitors are protected from things like fraud, spam, phishimg, pharming, malware, botnets and so on. Confidential information and privacy will be protected. Online transactions will be secure.

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Geographic Dot Brands

NEC has engaged ARI Registry Services (ARI) to provide services for the .nec TLD.

In accordance with Specification 5 of the new gTLD Registry Agreement, country & territory names must be reserved from reservation in the first instance.

In this regard, a comprehensive master list of internationally recognised geographic terms will be developed based on the ISO 3166-1 list, a UN Group of Experts Technical Reference Manual for standardised names, and a UN Working Group list of geographic terms.

The application states that NEC will likely seek the release of reserved names at a date in the future which would require ICANN's approval. The Company hence proposes a release mechanism under which the GAC would be presented with the option of being able to object to the release and use of any proposed country or regional domain name.

NEC intends to use any such geographic names to represent the company brand and trademark, and believes it is "almost impossible to anticipate any abuse or misconduct".

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

NOTE: cc = country code

In the unlikely event that the use of a geographic identifier is ever deemed to be offensive or confusing, the Applicant has a sincere desire to respect the sovereignty of any affected country and resolve the problem as quickly as possible.

Possible .nec Brand Domains (specifically named in the application)


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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