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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 .toshiba Dot Brand

Toshiba Corporation offers goods and services around the globe in the following categories: digital products, electronic devices, social infrastructure and home appliances. The company's history dates back to 1873 and it now has more than 200,000 employees.

The .toshiba extension will be used by the company and its stakeholders for marketing & branding initiatives, to improve the online experience for visitors and to simplify domain name management.

The .toshiba TLD directly represents the "Toshiba" brand name and is therefore expected to operate as a "highly effective marketing and branding tool". It will play a strong part in the company's marketing activities. It will serve to reinforce and enhance the company's online corporate brand. The company hopes that the string will become "well recognized as TOSHIBA Corporation's official TLD".

It will be easier for people to find and access Toshiba's online content. More visitors will be attracted to the company's portfolio of websites. By positioning the .toshiba string as the official domain space, and by unifying Toshiba's presence in this ecosystem, access and interaction will be simplified. Convenience will be improved and confusion reduced.

Toshiba currently operates many conventional generic and country code domain names around the world. Part of the rationale for this is to protect the company's trademark. However, despite robust efforts, infringing domains and websites continue to appear on the Internet.

This results in users sometimes having difficulty in differentiating genuine sites from fake ones. The dedicated and authentic sole-registry nature of the .toshiba string is expected to alleviate this problem. The Applicant believes the TLD will deliver "unprecedented trust" to Internet users.

Toshiba's current portfolio of domain names operate with many different operational protocols and log-in systems. Under the new unified system of domains, it will be easier for the company to manage its websites.

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The primary purpose of .toshiba is to consolidate TOSHIBA Corporation-related domain names registered under various TLDs into an official .toshiba extension.

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The .toshiba TLD directly expresses the company brand name. Toshiba hopes that domains using the string will be easy to understand and easy to remember. The company hopes that consumers will come to appreciate that the domains are trustworthy. They will be able to access Toshiba domains in full confidence.

All brand domain holders will benefit from their unprecedented new assets. Visitors will soon appreciate that content on the brand TLDs is official and dependable, since they are privately held domain names — and not available to the general public.

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.toshiba is a "company/brand TLD", which is a new type of TLD that is expected to have increased marketing and branding power. Registrants of .toshiba domain names will be pioneers in benefitting from the value of a "company/brand TLD".

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Registrations will be limited to the corporation itself and companies listed in its asset securities reports. Not even board members and employees will be permitted to register .toshiba domains.

The company anticipates that the TLD will promote innovation, differentiation and competition on the Internet. Toshiba intends to direct a communications effort towards raising awareness about the string. By consolidating its domain names under the .toshiba umbrella, Toshiba hopes to increase mindshare about this major initiative.

Toshiba will undertake robust proactive measures to safeguard the security and stability of the .toshiba TLD and the Internet in general to mitigate against any possible abusive activities. Domain registrants will be pre-verified and a comprehensive policy developed to meet these goals.

Safeguards will be implemented against activities that include, but are not limited to, fraudulent activity, phishing, pharming, malware distribution, denial of service attacks, trademark infringement and spam. Toshiba will also exercise all due care to protect the privacy and confidential information of users and registrants.

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The applicant will also implement proven security measures at every level of the .toshiba business and technical operation to provide maximum protection for its stakeholders. This includes stringent security policies and procedures...

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globe pictureGeographic Dot Brands

Toshiba will comply with the principles of the "Schedule of Reserved Names" in Specification 5 of the ICANN New gTLD Agreement. Country & territory identifiers named in the schedule will be initially reserved from registration.

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

However, Toshiba anticipates having an interest in being able to use such geographical terms in the future.

At a later time, the applicant may propose to ICANN to release specific country and territory names, subject to reaching agreement with the applicable government(s), the Governmental Advisory Committee (GAC) review and approval by ICANN.

Thus, the Applicant may apply to ICANN and the GAC for the release of geographical names for registration. Then, governments would be offered the opportunity to grant their "approval" or "non-objection" to the proposed use of country or territory terms by Toshiba. In the event that a government responded with a "non-approval" decision, the Applicant may still seek further negotiations.

Possible .toshiba 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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