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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 .panasonic Dot Brand

Panasonic Corporation had its origins in 1918 and is now a group of 634 companies. It has a workforce of more than 366,000 and operates in more than 63 countries. Its wide range of products include AVC equipment, home appliances, personal-care products, health products and electronic components etc.

Panasonic Corporation's intention for the new .panasonic extension is to allow it to communicate more easily with customers, employees, associates and users in general. It will support the company's mission and activities by providing a new platform for branding, technology and services. It will provide a new and distinctive presence for the company in the domain name space. These features will all improve the experience of internet users.

Panasonic has a long term visionary business plan, and a strong online presence driven by leading-edge technologies and business practices is central to this goal.

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This is also reflected by the Company's domain portfolio, of over 500 domains. The Company envisions that the .PANASONIC 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 famous "Panasonic" brand is registered in more than 190 countries or jurisdictions. The brand was established in 1955.

In the initial stage, all names under the .panasonic TLD will be reserved solely for the company itself. Domains will be used to enhance navigation to Panasonic content and assist with providing information and the provision of products and services.

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

Brand recognition is expected to be more effective. Panasonic will have greater control over its online brand and service offerings. The company will benefit by having an "ample supply of relevant and available domain names to use in its business". The company is looking forward to eliminating the existing problem of the lack of availability or high expense of traditional domain names.

These new naming options will assist in the marketing and delivery of goods & services and in the development of new ones. They will also encourage user interaction. Panasonic will use ample outreach and communications resources to promote the .panasonic string and also expects users and the media to spread the word. Communication will also be "inherent in The Company's use of the TLD".

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The .PANASONIC Registry will provide an Internet space, under the control of The Company, 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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The new domain space will present a great opportunity for Panasonic. Navigation will be more intuitive. The company expects that consumers will recognise that the brand domains are distinct from other classes of domain names. They will come to understand their underlying value and authenticity, just as they do in the bricks and mortar world. In turn, the .brand owners will benefit in a collective sense from the launch of hundreds of dot brands.

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...

In the future, the company's brand TLD will provide opportunities for innovation and will create "many uses for domain names which today are too complicated, or are unforeseen".

Ancilliary services such as marketing and consulting may be offered in relation to the .panasonic string at a later stage.

It is also envisioned that after at least three years, Panasonic may allow affiliates to license use of domains in the TLD under very strong conditions to protect the integrity of the brand.

The .panasonic TLD will contain robust trust and security features to ensure a positive experience for users and to encourage future interaction. It will only be used for authorized purposes. The Applicant's aim is to create a safe and legitimate online space that is a "trustworthy indicator" of the authenticity of the content.

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...The Company intends for users to perceive the TLD as a trustworthy indicator of the source of The Company's online information and services. The Company intends to use advanced technical and policy measures to ensure the security of online transactions and communications...

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Security risks and so on will be mitigated against to preserve the high reputation of the company. Hence any illegal or fraudulent actions, spam, phishing, pharming, malware distribution or other undesirable activities will be defended against by robust policies. Privacy and confidentiality will also be protected.

globe pictureGeographic Dot Brands

Panasonic has engaged ARI Registry Services to provide services for the .panasonic TLD. This will include the protection of geographic names at the second level (left of the dot).

Panasonic will support the requirements of Specification 5 of the New gTLD Registry Agreement and initially reserve from registration the relevant sensitive country & territory terms.

A comprehensive master list of geographic names will be developed based on the ISO 3166-1 list and lists developed by a UN Working Group on standardised names and a UN Group of Experts reference manual on geographical names.

It is likely that the Applicant will seek to use country terms within the .panasonic string in the future.

We understand that if and when The Company wishes to release any reserved names at a later date, this will require further approval from ICANN.

In order to release reserved names, The Company will have in place a special release mechanism...

To comply with ICANN requirements regarding reserved geographic names, Panasonic will offer the GAC the prior option of objecting to any proposed country or territory domain names. The company believes that it is almost impossible to anticipate any possible deceptive or abusive use of any "countryname.PANASONIC or cc.PANASONIC domain name" but nevertheless would act decisively and respectfully to address the issue if any country's sovereign interests were seen to be negatively affected.

NOTE cc = country code

Possible .panasonic 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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