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Brand Applicants
Information for Potential Brand Applicants
Brand generic top-level domains (gTLDs) may provide an excellent opportunity for corporations, sports teams and other high-profile entities to secure their online namespace. A Brand gTLD - for example, ".yourcompany" - could potentially provide a means for brand owners to protect their brands and trademarks, enhance brand trust and create new ways to extend their trusted brand and services to partners, resellers and customers.
Some applicants may decide that their most expedient, cost-effective and best route to satisfying these criteria is to outsource to a proven registry provider such as Verisign. To learn more download our white paper.
A Brand gTLD may provide the following benefits:
- Enhanced Internet presence
- New revenue streams
- Enhanced security, control and trust
- User convenience
- Brand protection
- Brand extension to affiliates
- Consumer affinity
Enhanced Internet presence
As the steward of a gTLD, a company may have authority to enforce requirements for second-level domain name registrants. A Brand gTLD could serve as a nucleus around which a company or organisation could group second-level domains for individual products and services as well as partners and resellers.
New revenue streams
Registration services for second-level domains and branded email addresses may create opportunities for new revenue streams. Companies may also be able to create and offer new services around their websites to take advantage of Brand gTLDs.
Enhanced security, control and trust
It is very likely that applicants for a Brand gTLD (like other gTLDs) will undergo a rigorous application process that considers an applicant's existing trademarks. A Brand gTLD could help assure Internet users that they are interacting with a legitimate company and an authentic website. By enforcing registration policies for second-level domains, companies could potentially extend this trust even further.
User convenience
Highly targeted domain names and the ability to create URLs rich with key words may potentially increase user interaction by aiding certain kinds of search engine optimisation (SEO) and making it easier to browse web content and applications via mobile devices.
Brand protection
ICANN is expected to require verification, reporting, and "take-down" processes for the new gTLDs that would strengthen protections against cybersquatting and other types of brand abuse. These mechanisms are likely to help brand owners to protect their trademarks and promote consumer confidence even more.
Brand extension
By issuing second-level domain names to valued partners and resellers, companies may be able to extend the prestige and trust associated with their brands, potentially strengthening relationships, creating new joint marketing opportunities and reaching new audiences.
Consumer and brand affinity
Companies could offer affinity email addresses that may enable consumers to associate with their favourite brands in an entirely new way, potentially expanding marketing opportunities and creating new revenue streams.
Want to learn more or speak with a Verisign New gTLD Services expert?