What is a dotBrand or a .BRAND new gTLD application?

A dotBrand (or .BRAND) new generic Top-Level Domain (gTLD) application is the formal process by which a company applies to the Internet Corporation for Assigned Names and Numbers (ICANN) to create and operate a gTLD that uses its own trademarked brand name as the domain extension.

In simple terms, instead of a company's web address ending in common extensions like .com or .org, a dotBrand allows the address to end in the company's brand name.

What a dotBrand gTLD is:

• A Branded Domain Extension: It is a Top-Level Domain (TLD) that uses a company's trademark as the string to the right of the dot.
  • Example: Instead of www.iphone.com, the company can use www.iphone.apple.
• Exclusive Ownership and Control: If an application is approved, the brand holder becomes the Registry Operator for that TLD. This gives the company complete, exclusive control over the entire namespace. Only the brand and its affiliates/licensees can register second-level domains within that space.
• A "Closed" Registry: Unlike "open" gTLDs (like .shop or .club) where anyone can register a domain, a dotBrand gTLD is typically "closed," meaning registrations are strictly limited to the brand owner.

The Application Process

The application is a complex, resource-intensive process overseen by ICANN, which is responsible for coordinating the global Internet's naming system. The process is not just about registering a domain name; it is an application to run a registry and manage a new part of the Internet's domain name system.

Applicants must demonstrate:

• Financial Capability: The resources to sustain a registry operation.
• Technical Capability: The infrastructure and expertise to securely and reliably operate the TLD.
• Operational Capability: The plans and personnel to manage the ongoing administrative and compliance requirements.
• Trademark Requirements: The domain string applied for (the "dotBrand") must be an actively trademarked term, and the trademark should be recorded in the Trademark Clearinghouse (TMCH).

ICANN opens application windows for new gTLDs in rounds, with the previous round having been in 2012. The next round is a rare opportunity for brands to secure their own namespace.

Key Benefits for a Brand

Companies pursue dotBrand gTLDs for significant strategic advantages:

1. Enhanced Security and Trust:
   • It virtually eliminates the risk of domain hijacking and cybersquatting within that unique namespace.
   • Customers have greater confidence, as any domain ending in the brand's name is guaranteed to be authentic.
2. Stronger Branding and Marketing:
   • It reinforces the brand identity and allows for a consistent, coherent structure for all digital assets (e.g., careers.apple, support.apple).
   • It provides flexibility for innovative marketing campaigns, product launches, and creating memorable, shorter URLs.
3. Digital Autonomy and Control:
   • The brand can set its own policies, rules, and security measures for the entire domain space, giving it strategic digital independence.
   • It streamlines the management of subdomains and can lead to operational cost reductions by cutting out intermediaries.