Brand TLDApplication Guide

A Brand TLD is a gTLD that matches a corporation's registered trademark. Examples include .google, .bmw, .sony, and .amazon. Brand TLDs are typically operated as exclusive-use TLDs for internal corporate purposes.

Unlike commercial TLDs like .com or .shop, brand TLDs are generally not open for public registration.

Brand TLD eligibility requirements:

• Valid Trademark: Registered trademark in at least one jurisdiction
• Brand Recognition: Evidence of substantial use and recognition
• Corporate Structure: Demonstrated organizational capacity
• Intent: Clear statement of intended use (typically internal)
• No Conflicts: String must not conflict with existing TLDs or reserved names

Required documentation includes:

• Trademark Registration: Certificate of registration from at least one jurisdiction
• Brand Use Evidence: Examples of trademark use in commerce
• Corporate Documentation: Articles of incorporation, organizational structure
• Financial Statements: Proof of financial capability
• Technical Capability: RSP contract or in-house technical plan
• Intention Statement: Detailed explanation of intended TLD use

The Trademark Clearinghouse (TMCH) is a centralized database of verified trademarks. While primarily important for commercial TLDs, brand TLD applicants should:

• Register Your Trademark: In the TMCH before launching your TLD
• Claims Period: Participate in the Claims notices period
• Protection: Protect your brand in other new TLD launches

For brand TLDs, TMCH is less critical but still recommended for brand protection across the TLD ecosystem.

Yes, you can apply for multiple TLDs. Each requires a separate application and $227,000 fee. Common brand TLD strategies include:

• Primary Brand: .companyname (e.g., .sony)
• Product Lines: .productname (e.g., .playstation)
• Divisions: .divisionname (e.g., .sonymusic)
• Campaigns: .campaignname (e.g., .justdoit)

Each application is evaluated independently.

Most brand TLDs remain exclusive-use for strategic reasons:

• Brand Protection: Prevents unauthorized use of your brand
• Security: Reduces phishing risk
• Trust: Users know any .brand domain is legitimate
• Control: Complete control over which domains exist

Opening to public registrations is possible but rarely done as it diminishes these benefits.

Common Brand TLD pitfalls:

• Insufficient Trademark: Weak or limited trademark registration
• String Selection: Choosing a string that doesn't match the trademark exactly
• Rush Timeline: Not allowing enough preparation time
• RSP Selection: Choosing the wrong registry service provider
• Internal Buy-In: Lack of executive sponsorship
• Use Case Clarity: Not defining clear use cases for the TLD

Recommended timeline:

• 2025: Trademark verification, string selection, RSP selection
• Q1 2026: Application preparation finalization
• Q2 2026: Submit application during application window
• 2026-2028: Evaluation period (12-24 months)
• 2028: Contract signing and delegation
• 2028-2029: Sunrise and launch