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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 .philips Dot Brand

Koninklijke Philips Electronics N.V. is one of the world's largest diversified companies and has a presence in more than 100 countries. Philips has over 115,000 employees. The company has three core businesses — Healthcare, Lighting and Consumer Lifestyle.

Philips has manifold reasons to introduce the .philips extension. The string will reflect and enhance the Applicant's key brand at the top level of the domain name system hierarchy. It will provide all stakeholders with a connection between the distinctive "Philips" brand and a highly recognizable identifier on the Internet. The TLD will reflect the company's continuous commitment to innovation.

Since the .philips TLD will be under the full control of Philips, it will provide a "secure and safe Internet environment" both for the company and for Internet visitors. The string will become a highly trustworthy source of Philips content online.

The world famous "Philips" brand is the applicant's most recognized and valuable brand. A paramount goal is to consolidate the reputation of this premier brand. Appropriate marketing and branding initiatives will be implemented in support of this aim.

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... .PHILIPS will bring a high degree of recognition and specialization to the currently existing name space. Where in most cases the specific connotation that has been initially given to the gTLDs (or even ccTLDs) has disappeared, the .PHILIPS top-level domain will be unambiguous...

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NOTES: gTLD = generic top level domain
ccTLD = country code top level domain

The .philips string will be used in the course of communication between various Philips stakeholders in different profit and non-profit sectors. It will also be widely used in association with the hundreds of goods & services brands which the company uses in the course of its business activities.

The application describes a number of key categories that will be used in the creation of new domain names, which are not limited to the following:

quotation mark

a) descriptive names, referring to the actual day-to-day business activities of the Applicant and/or its subsidiaries;

b) descriptive names, referring to the internal departments of the Applicant;

c) descriptive names, referring to the subsidiaries of the Applicant;

d) product and service brands promoted by the Applicant and/or its subsidiaries now and in the future...

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Philips & Co. was founded in the Netherlands in 1891 and has traded under the "Philips" brand ever since. The company now has a significant reputation worldwide. It has outreach and communication plans that will include online ad and email campaigns. Plans also include migrating traffic away from its existing key domains towards names registered in the .philips TLD.

...the Applicant has different ways in order to make existing and future clients, visitors and stakeholders aware of the (gradual) move from the Group's domain name to the .PHILIPS TLD...

While Philips is highly experienced in developing sophisticated information technology infrastructures etc, it does not have prior in-depth experience in managing a TLD registry. Hence it will work with ARI Registry Services who will provide back-end services. ARI is highly experienced in managing security systems to prevent any negative impact on Internet users and will work closely with Philips to protect its dot brand TLD.

Privacy and data will be strongly protected. Every effort will be made to prevent any harm, or illegal or illegitimate activities. Examples of abusive activities include such things as malware distribution, denial of service, phishing, pharming, spam, fast flux hosting and botnet command & control.

quotation mark

ARI will, owing to their extensive industry experience and established anti-abuse operations, implement and manage on our behalf various procedures and measures... ...which will be continually improved, updated and rigidly enforced, will preclude abusive registrations from being made.

quotation mark

Philips takes security and safety issues very seriously and emphasises that it will also play an "instrumental role in overseeing the implementation of the anti-abuse service".

globe pictureGeographic Dot Brands

Philips is a diversified, international group and has a vested interest in creating websites with predictable and intuitive domain addresses. In line with current internet naming conventions, the incorporation of various country & territory names within .philips domains would be useful.

Hence the Applicant has an interest in using country indicators in the future and will seek to obtain the required consents in accord with Specification 5 of the Registry Agreement before proceeding to register any such names.

Geographical domains would then be used in the best interests of the company's global activities in healthcare, lighting and consumer lifestyle services.

Since visitors and customers may mainly be looking for offers and activities organized by PHILIPS business units on the basis of their geographic destination, the Applicant may indeed develop plans in order to register domain names that exclusively contain geographic names (country names, city names, names of regions, etc.).

Philips points out that any future use of geographical terms in the .philips string would "directly and indirectly promote local commercial activity". This would serve the public interest which would in turn be beneficial to national governments.

Possible .philips 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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