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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 .oracle Dot Brand

Oracle Corporation offers database technology and applications in enterprises. Oracle is the world's leading supplier of information management software. Its hardware & software systems are highly optimized and fully integrated. The company's technology is used by more than 380,000 customers in more than 145 countries.

Oracle Corporation intends to use the .oracle extension to serve as an official name space for the globally renowned "Oracle" brand. The TLD will create "a new Internet ecosystem" that will be innovative and inventive in its communication about platforms, applications, new ventures, business visibility and so on. It will be a "single source dedicated segment of the Internet" where users will be able to find data efficiently and intuitively.

Oracle anticipates that its brand TLD will become a platform presenting continuously evolving content of consistently high quality. This content will be focused on achieving visibility and differentiation for the string and the corporation.

The company has worked hard to enhance the fine reputation and inherent goodwill of the "Oracle" brand since its inception in 1977. The ongoing goal is for the business to be known as a trusted source of the highest quality goods, services and technological advancement. Content in the new space will possess a high degree of quality and integrity.

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The mission and purpose of the proposed .ORACLE Top Level Domain (TLD) is the creation and operation of a TLD dedicated to the ORACLE businesses, brands, trade marks, goods and services.

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Oracle owns many trademarks on its name in many classes that go beyond just software and computers. Registrations are held in 157 countries & territories. The brand was ranked number 20 in Interbrand's 2011 top global brands list.

Reflecting its global recognition, Oracle's current domain portfolio includes names in most generic and country code TLDs. The Applicant's intention is for its new TLD to provide certainty and match the confidence and trust already enjoyed by the "Oracle" brand.

The creation of a dedicated Internet name space which is indelibly associated with the Oracle brand assurance of quality, will create a clear benefit to Internet users and to the Applicant...

The rights of the public, consumers and third party rights owners will be robustly protected. This will help to boost confidence in the .oracle TLD and ensure its integrity and success. Over time, consumers will understand that they are receiving genuine information about the company. Oracle will operate the string openly, fairly and in a spirit of goodwill.

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The domain name space associated with the .ORACLE TLD will create a new environment which will enhance diversity, choice and utility of the Domain Name System, based on a segmented approach, hence encouraging specialisation, differentiation, consumer recognition, and consumer choice...

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The application highlights the fact that until now, there has been no platform in the domain space that could deliver the potential level of specialisation that might be achieved by the .oracle string to provide information. Oracle believes that this focus will be an important new feature of the next generation of the Internet.

It is anticipated that this drive for specialisation will in the future become the standard for Internet users, customers and other third parties.

Oracle singles out the phenomenon of cloud computing as being of increasing importance to the company, and links its forthcoming brand domains as being of "utmost importance" in that context. The new specialised domain space will enhance its credibility and reputation in new areas such as The Cloud.

The company believes its new .oracle initiative will foster competition because the innovation and focus will "likely trigger a reaction from other economic agents".

Oracle has considered various potential implementation models, for example domains like (for areas of specialisation) and names like (for internal management).

In terms of outreach to promote its new branded websites, Oracle appreciates that its communication strategy will be crucial and it will make extensive use of its highly experienced in-house personnel. A further option will be to use outside agencies to ensure effective communications. The company will be agile and flexible.

It is anticipated that the use made of the .ORACLE TLD will continuously evolve so as to ensure adaptation and innovation mirroring market trends, consumer demand and fostering technological advancement.

As the Applicant identifies new demands, needs, innovative and beneficial types of uses, the Applicant will implement new types of use of the .ORACLE TLD.

The Applicant is committed to maintaining a high level of security over the .oracle string and states that "abusive use of the .oracle domain names will not be permitted nor tolerated." Oracle wants the TLD to offer a new channel of reliability and stability. (Another aim is to contribute to the operational stability of the Internet itself.)

Trust is a paramount concern. Any malicious activity would lead to loss of brand integrity and goodwill, create negative publicity and hence will be strongly avoided. The Applicant's single registry status will help to achieve this important goal.

Oracle will oversee its dot brand with strict controls to protect consumers and prevent activities such as fraud, spam, phishing, pharming, defamation, trademark or patent infringement, illegal activity in various jurisdictions, malware distribution and botnet command & control. Privacy and confidentiality will be strongly protected and Oracle will extend its existing robust policies to its brand TLD.

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Although domain names will only be registered to Oracle and its affiliates, all domain names will be subject to specific internal registration policy for .oracle domain. The registration policy will set out in writing a methodology for corporate authorization, approval and evidence in order for any domain name to be registered for Oracle's use. This will prohibit any abusive use of a domain name.

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globe pictureGeographic Dot Brands

Oracle will comply with the requirements of Specification 5 of the Registry Agreement by reserving from registration specific country & territory names from the .oracle TLD. These geographic terms have sensitivities for various governments and official bodies.

However, Oracle considers that this principle, which was designed to protect the legitimate interests of various nations, is applicable to open registries but less so to single-registrant models.

Oracle believes that being able to use intuitive geographical terms in its brand domains will potentially provide "great benefit and simplicity to internet users" by providing easy navigation to relevant content that is in line with local customs and laws. This enhanced experience will be valuable to visitors. The Applicant describes the .oracle TLD as potentially becoming "an online landmark for users worldwide".

Oracle Corporation is not currently planning to utilise geographic names... However, and notwithstanding the absence of geographic names in Oracle Corporation's forward planning and use intentions, Oracle Corporation has considered the requirements necessary should it, at a later date, seek to obtain ICANN approval for the use of geographic names...

Oracle is interested in exploring a process in which it may be allowed future use of geographical domain names by reaching agreements with governments, country code domain managers, the GAC and ICANN. Oracle proposes several scenarios under which it might be able to use country terms, for example by notifying ICANN of its intention to use a term and offering the relevant government the prior right to block it.

Oracle's intention, if it does move forward with country & territory identifiers, is to use them responsibly. In the unlikely event that a domain is deemed to be misleading or offensive, the Applicant has a strong wish to resolve the problem quickly and respect the sovereign interest of the associated government.

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


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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