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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 .nikon Dot Brand

Nikon Corporation has been a pioneer in optical technology since 1917. The company conducts operations in more than 150 countries and has over 24,000 employees. Its products include cameras, binoculars, precision instruments, microscopes and measuring instruments.

Nikon's corporate philosophy is "Trustworthiness & Creativity" and this mission and vision will be reflected in the .nikon extension. Nikon states that security and innovation are paramount concerns in all its activities. Since registration will only be available to Nikon and its affiliate entities, visitors will be assured of each website's authenticity.

Another prime concern is accessibility, and the new user-friendly .nikon domain space will eliminate user confusion, improve visitor's experiences and consolidate the company's online presence. The distinctive new domain space will help Nikon to differentiate itself. Communication with customers will be direct and effective and should also encourage deeper interaction.

The new .nikon string will provide the assurance of brand authenticity and enhance the mark's global brand value. Nikon will closely control its brand identity and the TLD will be used to further enhance its value.

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Nikon was ranked as one of "Japan's Best Global Brands 2011" in a survey conducted by Interbrand.

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The TLD will help to promote the company's core products, services and resources. The new generation TLD will thus be used primarily for communication & marketing to provide an authoritative and coherent internet space which will serve the interests of users. Interaction will be convenient and efficient.

Nikon will be able to create new domain names on demand which in turn will create new options for consumers. Relevant names will be devised for products & services (and to serve geographic regions if permitted) and they will be publicized by an appropriate media plan.

The company plans to commence the program with only a small number of names. Registration rights may be extended to eligible agents and partners at a later date.

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It is anticipated that a more limited number of domain names (10-20) will be registered in the first year. However, over the next few years, the number of registrations is likely to increase up to about 1000 domain names as new services and marketing campaigns are developed and implemented by Nikon.

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Nikon holds an extensive portfolio of traditional domain names such as,,,, and It also holds a growing list of trademarks.

Nikon is a well-recognized global brand with a total of 1,853 trademarks registered in 138 countries and territories worldwide.

Nikon is in the process of applying for a further 1,112 trademarks in more than 195 countries.

Nikon will maintain a strong security policy to preserve its trusted reputation and brand integrity. Privacy and confidential information will be protected. There will be no false impersonation by third parties. The company will also prevent other harmful or illegal activities such as fraud, defamation, trademark or copyright infringement, data breaches, spam, phishing, pharming, botnet command & control and malware distribution etc.

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NIKON CORPORATION's proposed use for .nikon should, by its very nature, preclude abusive registrations from occurring, as all domains names may only be registered in the name of NIKON CORPORATION and its affiliates...

...There is no incentive for NIKON CORPORATION to confuse Internet users, nor otherwise use domain names in bad faith, since NIKON CORPORATION's branded keyword gTLD is inherently intertwined with all uses of .nikon domain names.

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globe pictureGeographic Dot Brands

During the launch of the .nikon string, the Applicant will respect the requirements of the Registry Agreement, Specification 5. Nikon will hence reserve from registration the sensitive country & territory terms contained in the relevant lists of geographic identifiers.

However, Nikon believes that such requirements, while applicable to open Registry models, "are less applicable in the case of Single-Registrant operational models such as .nikon".

Nikon believes that the use of geographic identifiers can provide value to internet users because the names will assist them to quickly find relevant local content that is in line with their local customs & laws. The country domains will be intuitive and simple. They will help to avoid confusion.

Nikon ultimately wishes to be able to use geographic domains at its discretion. The Applicant hence proposes several avenues under which a solution may be found with ICANN and the GAC to permit such use. For example, in one model, Nikon would advise a Government of its wish to use its country's name within the .nikon string and give it ample opportunity to object.

Generally, it is extremely unlikely that NIKON CORPORATION's tightly controlled use of any or domain name could be confusing or detrimental to users, or otherwise offensive to any country. Nor is it likely to be detrimental to the operator of a country code top level domain.

NOTE: cc = country code

In the unlikely event that a Government would deem a geographic .nikon domain name objectionable, Nikon would have a strong desire to quickly resolve the problem and demonstrate its respect for the sovereign interests of that Government.

Nikon may use internationalized domains and foreign languages at a later date.

Nikon will not implement geographic terms in its TLD until ICANN approves them.

Possible .nikon 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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