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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 .prudential Dot Brand

Prudential Financial, Inc. operates in 38 countries & territories and has 48,000 employees worldwide. Prudential is a leader in the fields of insurance, annuities, retirement and investments and has around $1 trillion in assets under management.

With its new brand domain, Prudential plans to improve and enhance its interactions with both consumers and internally. As a leader in insurance, investments and related fields, the company's customers expect its websites to be on the cutting edge of technology. The .prudential extension, being a closed TLD, will be able to meet this objective.

The string will also be consistent with the mission of being "secure and reliable" since it will be understood that all sites under the TLD are fully owned and controlled by Prudential.

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The purpose of Applicant's new TLD is to create a closed branded TLD to enhance the security, stability, and recognition of Applicant's websites and the Internet communications of Applicant's worldwide employees and business operations groups.

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Prudential business groups will also use the .prudential TLD extensively for email messages. These will give recipients the assurance that all content is genuine and legitimate.

Prudential also currently intends to allow .prudential domains to be used by customers and the application specifically mentions "URLs for private customer websites". (It can be assumed that this will be strongly regulated to protect the valuable brand).

The brand domains, by their closed and authoritative status and improved stability and security, will enhance consumer trust in the Internet. Consumers will be able to focus their online activities on trusted brand names as the "closed branded TLD business model becomes more common". The dot brands will make it simpler to find genuine information.

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When a highly respected company such as Prudential puts its brand on the TLD, customers will rightly trust that the TLD will represent the highest possible standards in the industry and that Prudential stands behind the operation of the TLD...

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Brand TLDs such as .prudential will benefit collectively once consumers come to appreciate that their associated websites will be highly relevant to their domains. The Prudential brand itself will receive enhanced recognition. The .prudential string will achieve specific differentiation from traditional generic TLDs.

In this new online space, there will be a distinctive absence of irrelevant, misleading, confusing, badly written or out-of-date sites or useless pages full of ads and so on.

This will reduce clutter in the domain name space by insuring that all active domains have a business purpose relevant to the brand, thereby enhancing the utility for use by customers, consumers, and other Internet users.

The Applicant believes that undesirable or malicious use of domain names can be mitigated against or fully avoided in the case of the dot brands, since there will only be a single registrant.

Prudential will have a strong vested interest to preserve and expand the integrity, trust and reputation of its brand. Hence, there will be no real risk of unscrupulous misuse of domains for things such as malware distribution, pharming, fast flux hosting, botnets, spam, fraud and the like. Privacy and data will be also be strongly safeguarded and the Applicant will continue its adherence to the highest standards.

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Applicant considers user trust, security, and stability to be critical features of its TLD plans, and therefore intends to utilize best in class procedures to avoid cybersquatting, phishing, piracy and confusion within the TLD...

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globe pictureGeographic Dot Brands

Prudential will reserve from registration within its brand domain portfolio a number of country and territory names contained in several internationally recognized lists.

These include terms in the ISO 3166-1 list of geographic names, a UN Group of Experts technical reference manual for standardized names and a UN Working Group list of geographical names.

Geographical descriptors have great potential benefits both for Prudential and for the general public. They can streamline navigation and make content search more intuitive. The Applicant makes the statement that at some time in the future, country and territory names:

...may be released to the extent that Applicant reaches agreement with the applicable government(s), provided, further, that Applicant may also propose release of these reservations, subject to review by ICANN's Governmental Advisory Committee and approval by ICANN.

Possible .prudential 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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