What is a dotBrand new gTLD?

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A dotBrand new gTLD (generic Top-Level Domain) is a unique, branded space on the internet that is exclusively owned and controlled by a specific business or organization.

Unlike traditional generic TLDs like ".com" or ".org," which are open for anyone to register domains under, a dotBrand gTLD uses the brand's own trademark as the TLD itself. For example, instead of a company like "BrandName" using "www.brandname.com," they could own and operate ".brandname" and create domains like "www.products.brandname" or "support.brandname."

Here's a breakdown of what that means and its significance:

  • Exclusive Ownership and Control: The most defining characteristic of a dotBrand gTLD is that the trademark holder has complete control over it. They become the registry operator for their own TLD, allowing them to dictate who can register domains under it and what security measures are in place. This provides unparalleled control over their online presence.
  • Enhanced Branding and Trust: A dotBrand gTLD strengthens brand identity by making the brand name a fundamental part of the internet address. This also fosters trust and authenticity, as users know they are interacting directly with the brand, reducing concerns about phishing or impersonation.
  • Security: By owning their own gTLD, companies can implement strict security measures and protocols, creating a more secure online environment for their customers and internal operations.
  • Marketing and Flexibility: DotBrands offer immense marketing potential. Companies can create custom subdomains for specific products, campaigns, or even internal uses, providing greater flexibility and agility in their digital strategies.
  • Part of ICANN's New gTLD Program: DotBrand gTLDs were made possible by ICANN's (Internet Corporation for Assigned Names and Numbers) "New gTLD Program." This initiative aimed to expand the internet's domain name system by introducing a wide variety of new TLDs beyond the original set. The next application window for new gTLDs, including dotBrands, is expected to open around April 2026.

In essence, a dotBrand gTLD allows a company to truly own a piece of the internet's infrastructure, creating a dedicated, secure, and highly branded online space.