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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 .verisign Dot Brand

VeriSign, Inc. has vast knowledge and experience of the technical side of the Internet and operates numerous registries including dot com, dot gov, dot edu and dot net. Verisign has maintained 100% domain name system operational stability & accuracy for .com for over 13 years. It also operates two of the world's 13 internet root servers. The company has more than 1000 employees.

Verisign recognises that the Internet is rapidly growing and transforming as consumers and businesses increasingly wish to be able to communicate and access content at any time on any device. There will be a need for greater capacity, speed and security into the future.

Verisign will leverage its existing industry-leading technologies (drawing on its experience as the operator of many of the world's most important registries) to reinforce the trust and reputation of company offerings.

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By leveraging the .verisign gTLD as a brand TLD, not for distribution, Verisign can build a unified, identifiable voice in the market through thought leadership, service and product offerings, and additional brand protection.

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The .verisign TLD will serve to differentiate and authenticate Verisign's unique products and services. Users will be assured that the content is genuine and approved by the company. This heightened visibility and trust will help to strengthen and promote the company's brand. The brand domains will also enhance the company's general marketing communication efforts.

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The gTLD will act as a visual indicator for the user and will help build the Verisign brand and association to our services in the market.

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The .verisign extension will provide a distinctive branded experience for company communications. It will be used to promote the company's brand identity, its ongoing investment in Internet infrastructure and its trusted stewardship of vital sections of the Internet.

Under the initiative, it will be possible for customers to receive secure and personalized access to resources and information. Navigation will be easier and content more relevant.

As the online hub of our efforts to build our brand value and equity, the .verisign gTLD will enhance awareness, engagement, and advocacy for our company, brand, products, and services...

Verisign will also be able to use the .verisign string as a demonstration model to illustrate the value of dot brand ownership. (Verisign is the back-end registry partner of a significant number of brand domain applicants). Thus, the TLD will provide:

An industry example to show other brands how they can leverage a new gTLD for their own purposes and thereby expand the Internet universe...

Registration of .verisign domains will only be available to VeriSign, Inc. and none of the company's brand domains will be made available to third parties who are not affiliates. This policy minimizes the possibility of domain name abuse or other security related problems.

The .verisign TLD will provide a high level of trust and credibility, and consumers will quickly understand that the inventions and data presented on the platform comprise official Verisign content. The company will seek to position itself as "the trusted provider of Internet infrastructure services for the networked world".

Verisign will implement measures to actively protect against such unwanted activities as viruses, phishing and malware distribution such as worms, keylogging and trojan horses and the like. In fact, as the successful operator of the flagship .com TLD, the company has already developed proprietary code to identify malware etc within the zones it controls.

Personal data will be protected. Verisign will maintain a robust and comprehensive security program. The company has unique prior experience in successfully managing the integrity of top level registries.

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Verisign's comprehensive security policy has evolved over the years as part of managing some of the world's most critical TLDs.

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globe pictureGeographic Dot Brands

Verisign will maintain a flexible list of geographical terms that will be prevented from registration in the first instance. Country & territory names on the ISO 3166-1 list, as well as lists of standardized names from a UN Group of Experts and a UN Working Group, will be reserved.

Verisign leaves open the possibility that it may seek the release and use of geographical identifiers at some time in the future.

There are no plans at this time to release any of the reserved names. If, however, Verisign intends to release any of the names at a future date, the appropriate procedures outlined in Section 5 of Specification 5 on the release of reserved names will be followed.

Possible .verisign 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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