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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 .netflix Dot Brand

Netflix, Inc. has more than 23 million streaming members in the USA, Latin America, Canada, the UK and Ireland. It is a major global internet subscription service for the viewing of movies and TV series which can be accessed on just about any internet-connected screen. Subscribers can pay a monthly fee for unlimited viewing.

Netflix will use the .netflix extension to distribute services and information to its customers in a new and convenient form. Navigation will be simplified. This new and distinctive domain space will also enable the delivery of user-driven improvements and innovations that will assist in marketing and promotional activities. The .netflix domain names will be used to broadcast content that entices viewers to watch various movies, TV shows and other entertainment categories.

The marketplace in which Netflix competes with its rivals is fast moving and innovative. Netflix hopes that a .netflix gTLD, which is consistent with its NETFLIX brand, will help it compete by serving as the authoritative namespace for .netflix goods and services.

Viewers will be assured of the authenticity of the Netflix brand when accessing content on the company's TLD. Since only Netflix and authorised affiliates and partners will be permitted to use the string (which will be a restricted registry) consumers will be able to assign a high level of trust to the proposed series of websites. This should also contribute to building Netflix's online reputation.

The TLD will create "improved marketing and communications opportunities" for Netflix. Internet users will be engaged more directly and effectively and will enjoy a more positive experience.

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Netflix seeks innovative ways to provide entertainment and educational content to the global internet community and improve the customer experience. The .netflix gTLD will offer a brand-specific and tailored customer experience that reflects Netflix's emphasis on continuous innovation and increased customer trust.

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The Applicant holds a global portfolio of "Netflix" trademarks.

The use of the .netflix gTLD together with the NETFLIX brand will differentiate the Netflix service as a trusted and preferred site...

The new TLD will enable Netflix to create new and relevant domain names on demand. These will provide greater choice for consumers. Lack of availability or high cost on the secondary domain market will no longer be obstacles — domains can be created at will driven purely by their relevancy to services or products. The company anticipates registering only a limited number of around 50-100 domains in the first year of operation.

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Netflix plans to develop and strengthen its online strategy for .netflix including specialized marketing and communications in order to provide strong customer service and personalized customer experience. As such, the number of registrations is likely to increase to about 200 to 500 domain names in the following few years.

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The new names will have various applications such as marketing, specialty service and product development. The company also allows for the possibility of using internationalized domain names and non-English websites further into the future.

Netflix anticipates launching its brand TLD via its regular public relations activities and marketing communications. In the first stage, users will generally be re-directed from the new brand domains to existing traditional websites.

The internet in general has suffered from a loss of confidence due to online criminal activities such as data breaches and hacking. By implementing strong security measures, the .netflix string is expected to facilitate greater trust and assurance for online customers. The restricted nature of the registry will prevent unaffiliated parties from "domain squatting" — using the company trademark on unauthorized websites. The brand domains will thus alleviate consumer confusion.

Since it will be a private and restricted corporate registry, malicious conduct can be eliminated from the namespace. This is directly in the public interest. Privacy and personal information will also be protected.

Netflix will work with its back-end registry provider Neustar Inc to prevent any malicious or abusive domain activity such as fraud, spam, phishing, pharming, malware distribution and botnets etc.

globe pictureGeographic Dot Brands

In the initial stage of the launch of its brand TLD, Netflix will comply with the requirements of the Registry Agreement, Specification 5 and reserve from reservation all relevant country & territory domain names. The general intent of Specification 5 in this context is to respect the rights of various governments to their own names.

However, Netflix believes that several of the registry recommendations are more applicable to open registry models (ie open generic TLDs like .web and .app) than to single-registrant operational models (ie the brand domains).

To this extent, the Applicant believes that the use of geographic terms will be beneficial rather than detrimental to internet users, because country identifiers will reassure them about the relevancy of associated websites and help to avoid confusion.

Netflix 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 Netflix's content that is specifically relevant and targeted to users in the particular geographic region and in line with local customs, laws and regulations.

Netflix anticipates that ICANN will create a process whereby the brand domains will be able to request GAC approval to register country & territory domains (since there will be no market for such names and little risk of abuse or confusion). When that transpires the company intends to apply for the release of such names, subject to a "challenge mechanism" that will be available to all governments.

Generally, it is extremely unlikely that Netflix's tightly controlled use of any or domain name could be confusing or detrimental to users, or otherwise offensive to any country.

NOTE: cc = country code

Netflix has a strong desire to respect the sovereign interests of governments around the world and will not use geographic names in the .netflix TLD until ICANN has approved them. Its application proposes several alternative methods under which it would like to work with ICANN, the GAC and/or various governments to achieve this aim.

Possible .netflix 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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