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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 .rocher Dot Brand

The Ferrero Group is a leading manufacturer of chocolate and confectionery and is comprised of more than 70 affiliated companies. The group operates in more than 100 countries and has more than 21,000 employees. Ferrero Rocher is the world's number one boxed chocolate brand.

Ferrero Rocher is the "main pillar within the Ferrero range of boxed chocolates" and is one of the group's most important and famous brands. Ferrero has a portfolio of global intellectual property rights and the .rocher extension will serve to strengthen and harmonise its brand protection strategies. A paramount aim is to enhance the online integrity and equity of the Ferrero/Rocher brand. These aims will broadly support the group's strategic and commercial goals.

The .rocher TLD will create a platform that all Ferrero's business units can use to build a consistent global digital presence. It will also enable the group to use emerging internet technologies to stay at the forefront of innovation. For example, Ferrero already has plans to offer apps and widgets on the platform. Customers, employees and other stakeholders will perceive this differentiation and invention and benefit from it.

The string will also facilitate a secure and stable platform for content, communications and promotion which will be reliable, accurate and trustworthy. Being a single registrant TLD, the .rocher brand domains will be marked by integrity to enhance the company's reputation and brand.

The application also implies that a significant proportion of its online activities may ultimately take place on its brand domains. One of Ferrero's aims is:

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To provide a platform for the delivery of secure digital material for consumers, key stakeholders, business partners and employees, a platform that potentially will host all our digital communication initiatives both from a corporate and a brand perspective across all the Ferrero Business Units...

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Online content will be authentic, transparent and accessible. There is an opportunity for greater clarity in the domain name space.

We are eager to operate a registry with shorter domain names that are universally applicable across the globe...

We look forward to utilising our new registry in conjunction with our current domains and are keen to market under the term .Rocher if the new gTLD process is a success. It enables brands to leave behind complex naming hierarchies inherent in country code extensions.

If the new brand domains are deemed to be successful, Ferrero will use intuitive naming options with .rocher domains. This simplicity will help consumers.

quotation mark major goal of the .Rocher registry is the protection of consumers from confusion. In a sense, the .Rocher registry is itself a tool to eliminate or minimize that social cost because a .Rocher domain will signpost authenticity.

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Ferrero will work with Neustar, its chosen back-end registry services operator, to ensure there is no malicious activity in the .rocher name space. Various illegal or fraudulent activities, phishing, pharming, spam, malware distribution, botnets and fast flux hosting and so on will be safeguarded against.

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Ferrero has an extensive, defined, and documented process for taking the necessary action of removing a domain from the zone when its presence in the zone poses a threat to the security and stability of the infrastructure of the Internet or the registry.

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The right to privacy and the confidentiality of personal data will be strongly protected.

globe pictureGeographic Dot Brands

Ferrero is committed to operating the .rocher extension in compliance with the Registry Agreement. The company will follow Specification 5 and GAC advice and block country & territory names from initial registration.

These names are contained in a UN Group of Experts list of standardized names, a UN Working Group list and the ISO 3166-1 list.

Ferrero anticipates that the brand domain owners will collectively be interested in being allowed to use geographical terms within their TLDs in the future.

We envisage that over time, there will be demand from brand TLDs leading to the development of a standardised process for requesting GAC review and ICANN approval for the release of country and territory names for registration by the Registry Operator when the registry is a single entity registry.

When a registration process is implemented, Ferrero expects to apply for the release of geographical names within the .rocher TLD. In turn, the Applicant will develop a process in which governments and relevant official authorities will be able to challenge any such registration that is perceived to be misleading or abusive.

Possible .rocher 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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