Deal Names ad

brand domains graphic
home buttonimpact buttonfuture buttonspeculation buttongeneric domains buttonnews button

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 .visa Dot Brand

Visa Inc. is a global payments technology company which enables its clients and customers to use digital currency. Visa operates the world's largest retail electronics payments network and connects in more than 180 countries and territories. There are more than 1.8 billion Visa cards on issue.

The .visa brand domains will provide a new, authoritative and innovative space that will help connect consumers, businesses, banks and governments around the world.

This "new generation" TLD will serve the interests of end users by enhancing convenience, utility and trust. Information, services and resources will be carefully controlled by the company.

quotation mark

The majority of the anticipated domain name registrations in the .visa gTLD will be used as a communication tool. Some domain names may have the potential to be created for marketing and product-related purposes as well as for access to secure payment gateways as the full business potential of the gTLD evolves.

quotation mark

Continuous innovation is a paramount focus for Visa as it seeks to develop its product platform and extend services to new customer segments and geographies. The long-term goal is to offer electronic payment facilities to as many people in as many locations as possible, on numerous devices.

In the launch phase, users will at first be redirected to existing Visa destinations. Visa will monitor the progress of the new brand domain name system and levels of consumer awareness as it moves forward with more significant implementation.

The brand TLDs will enhance functionality and service levels. The new space will simplify interaction, be more distinctive and differentiate the company. Communication with consumers will be more direct and effective.

...VISA may offer a domain name space relevant to its specific customer groups and services such as,, and

Domains like these will be friendly and intuitive — and will improve navigation in terms of speed and relevance. Confusion will be reduced.

The successful deployment of domain strings like .visa will pressure other corporations to develop similar strategies, a scenario that will be of broad benefit to the internet as a whole.

The Applicant points out the current difficulty and expense of finding relevant domain names for initiatives under the current domain registration landscape. These problems are amplified for companies operating in countless countries and regions. The rapid expansion of mobile devices also magnifies the need for a larger pool of good names.

With the .visa gTLD, VISA has the flexibility to potentially create second or third level domain names on demand which are relevant to its customer base, services and products such as and

The .visa TLD will be operated in a centralized way with registration initially restricted to Visa entities. Consumers will quickly understand that .visa domains are trustworthy and free from malicious activities. The .visa brand will be authenticated and strengthened in this authoritative secure new space.

The brand domains will enable greater consumer choice since the company will be able to create an unlimited number of relevant and intuitive destinations referenced to its products and services, at will.

quotation mark

...the proposed new gTLD is anticipated to enable user-driven improvements and innovations assisting VISA's marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with VISA online.

quotation mark

Visa will monitor the popularity and acceptance of the new brand TLDs and anticipates that an initial limited rollout of .visa domains in the first year will likely be expanded. Further down the track, the company may offer registrations beyond Visa entities. Any such external registrations would of course have to comply with strict registration policies to preserve the integrity of the space.

Visa holds registered trademarks in more than 180 countries. It owns well over 200 exact match domains in existing extensions such as,,, and

The company may consider using Internationalized Domain Names at a later stage.

Visa will maintain robust security and anti-abuse policies to protect the integrity of its brand domain. This is critical for a financial services company such as Visa and for the general protection of the public-at-large.

These policies will deter negative activities such as fraud, phishing, defamation, intellectual property rights infringement, unlawful commerce (eg. fake pharmaceuticals), spam, pharming, malware distribution, botnet command & control, hacking and various other illegal activities. Maintaining the company's brand reputation will be a paramount objective.

A key purpose of the restricted .visa TLD is to enhance trust. As online commerce has grown in scale and complexity, so too have illegal activities. The .visa extension will be able to offer consumers a higher level of assurance and trust when connecting with the company. This approach to security will serve the wider public interest and "strengthen user confidence in the domain name system".

The Applicant will maintain a strictly controlled internal registration policy for the .visa TLD to promote its online reputation and avoid any possible abusive registrations.

quotation mark

One of Visa's purposes in operating the .visa domain is to ensure better rights protection for Visa, as well as for Internet users. Visa seeks to establish a trusted and reliable platform for those who wish to interact or communicate with Visa.

quotation mark

The company will strongly protect privacy and confidential information in accordance with all applicable laws & regulations and in harmony with its objective of enhancing consumer trust. This will be augmented by its own robust and sophisticated policies.

Visa will work with its backend registry services provider Verisign to comply with the following international security standards: American Institute of Certified Public Accountants (AICPA), Canadian Institute of Chartered Accountants (CICA) SAS 70 and WebTrust/SysTrust for Certification Authorities (CA).

Melbourne IT will also assist with management and oversight.

globe pictureGeographic Dot Brands

Visa will not use geographic or country names in the .visa TLD until ICANN has approved their use. (These were prohibited at time of application.) The company will abide by the GAC principles restricting their use in the first instance.

However, Visa believes these GAC principles were intended to apply more to open registries rather than to the brand domains. Visa believes that its possible use of territorial names would be beneficial to internet users by providing logical and intuitive domain addresses. This would be convenient to all parties and reduce confusion. Responsible use would not be detrimental to governments.

The company is proposing various scenarios under which governments, ICANN and the GAC may come to approve the use of geographic terms in the space. For example, Visa might write to the GAC with a proposal to use a country name and offer the relevant country 90 days to raise an objection.

Generally, it is unlikely that Visa's tightly controlled use of any cc.VISA or countryname.VISA domain name would be confusing or detrimental to users, or otherwise offensive to any country.

NOTE: cc = country code

In the event of a .visa domain name being deemed to be offensive, Visa will give priority to attempting to resolve the problem.

SPECIAL NOTE: Unlike in the cases of most other brand domain applicants, the .visa TLD could potentially cause some degree of public confusion. For example, on the surface might appear to be an official site for travel visas. (To counter this, the applicant being a sole registry applicant, could easily commit to making it crystal clear on every site that it is in fact about the credit card services company.) Nevertheless, the government of Canada could raise a legitimate objection.

Possible .visa Brand Domains (specifically named in the application) (specifically named) (specifically named) (specifically named) (specifically named) (specifically named)


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



advertising graphic

brand domains logo graphic

The Brand Domains — it's unprecedented — the advent of around 680 companies launching their own dot brands began in 2014.



Privacy Policy

----- ----- ----- ----- -----


clock photo

Alarm Media



© 2013-14 David Tyrer  All rights reserved

Website by Click as a Flash

Terms and Conditions

TERMS, CONDITIONS, DISCLAIMER AND COPYRIGHT NOTICE. No part of this website may be reproduced or transmitted in any form whatsoever without the express written permission of the copyright holder. The right of David Tyrer to be identified as the author of this work is asserted in accordance with the Copyright, Designs and Patents Act 1988. The Brand Domains site ( shall not be re-transmitted, repurposed, printed, lent or otherwise circulated in any printed or electronic form without the written permission of the copyright holder, and shall not under any circumstances have these conditions waived for any recipient. The artistic integrity of the work contained herein may not be altered or repurposed in any way, shape or form without the express written permission of the copyright holder. This site contains links to other sites outside our control or ownership. No responsibility is taken for any action or advice you may take from these sites or from any of the information presented by these pages. The Brand Domains bears no relationship with some third party advertisers displayed on this site. Display of those advertisements does not constitute endorsement, recommendation or association with them. Any references to any trademarks or service marks are not our responsibility and not under our control. Information on this site is presented on an "as is" basis in good faith only and as such Click as a Flash makes no warranties regarding the accuracy, adequacy or completeness of any of the material provided. We cannot be held liable for any errors, inaccuracies or omissions in the material presented on this site or its links, nor for the consequences of acting on any information that may be presented, which may have changed or be out of date. We cannot be held liable for any financial or any other damages that may occur from accessing, relying upon or using any hypotheses, opinions, investment advice, commercial advice, ideas or concepts presented here. No information presented here should be construed as legal advice. Content of this site is well-intended opinion and hypothetical speculation only and should not be construed as legal or expert advice. No warranty is given regarding the accuracy of this site and any information used is at your sole risk. No liability whatsoever is accepted with the exception of any that may be required under Australian law. Any brand names mentioned on this site are trademarks or registered marks of their respective owners. Any use of these marks on these pages is purely speculative and hypothetical and any discussion of those marks and/or companies is purely opinion expressed in the public interest. Terms and conditions are subject to change without notice. Copyright in some images resides with istockphoto® and these photos are used under licence. All data, images, text, videos and audio are presented for viewing purposes only. No part of the data, images, text, photos, art, audio, logos, movies or trademarks or any other content may be repurposed, copied, saved, resold or reproduced in any way without written permission. Click as a Flash's registered Australian Business Number is ABN 62 188 088 529. © David Tyrer 2013-14 All Rights Reserved.


button to loungecast

button to click as a flash