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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 .samsung Dot Brand

Samsung is a top ten global brand. Its major activities include electronics, financial services, machinery & chemicals and trade & services. Its flagship company Samsung Electronics is a global leader in high-tech electronics and digital media. According to Wikipedia, the group had 427,000 employees in 2013.

Samsung's new brand TLD will help to raise global awareness and enhance the integrity of the "Samsung" brand and image. The Applicant believes that the benefits that will accrue to the company's reputation and marketing will be "immeasurable".

Samsung (and its affiliates) anticipate using service and product names such as "product-name.SAMSUNG" in the creation of a new domain name portfolio. These new domains will lead to an increase in convenience for customers. Navigation will be simpler and more logical.

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SAMSUNG SDS expects number of registered domain(s) in the first three years to be below 12,000.

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Misleading registrations by third parties will be prevented in this new domain space. In this way the .samsung extension will perform a role in protecting the company's valuable intellectual property.

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The new gTLD proposed by SAMSUNG SDS will mainly be utilized as a marketing method. (A) Domain that is a combination of brand and company name or board member name essentially blocks registration by a third party, as well as maximizing marketing effect of company's reputation...

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To date, Samsung has spent considerable time and investment in monitoring the activities of cybersquatters and other illegal parties who have used the company brand in domain names without permission. This, for example, has required action via the World Intellectual Property Organisation to obtain possession of unauthorized names.

The Applicant anticipates that the .samsung TLD will be greatly beneficial in mitigating against the impact and damage caused by malicious registrations.

Samsung has entrusted the operation of the .samsung registry to KISA (Korea Internet & Security Agency). KISA has successfully operated South Korea's national country code TLD .kr for 25 years.

KISA has been designated as "Critical Information Infrastructure" (CII) by the government of South Korea due to its national importance in managing existing Korean Internet addresses. To help protect assets and increase security, the CIIs have attained ISO-27001 certification.

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To prevent the infrastructure from the physical and electronic attacks, CIIs have to analyze vulnerabilities and also establish protective measures to prove the information security level.

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Advanced procedures will be put in place to protect data and safeguard against illegal activities, unauthorized access, fraud, robbery, hacking, virus attacks and other forms of misuse. Samsung's existing privacy protection policies can be expected to extend to the new TLD.

globe pictureGeographic Dot Brands

Samsung will limit the use of country & territory names in the .samsung TLD. Two-character geographic strings, names on the ISO 3166-1 list, locations on a UN Group of Experts Reference Manual for the Standardization of Geographical Names and terms on a list of UN member states (in six languages) will be reserved from registration.

Unlike other applicants, Samsung does not mention that it may seek approval to use geographical terms at some time in the future. (This is covered in Section 22 about the protection of country names). However, given the nature of the company's diverse range of offerings and global business, it is highly likely it will join other brand domain holders if and when ICANN grants collective permission for such use.

Possible .samsung 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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