Brand and corporate top-level domains

Domain Names for Acquisition

What are so-called brand TLDs?

Brand TLDs or brand top-level domains are gTLDs that were introduced by companies as part of the introduction of the new gTLDs to protect their trademark rights. These include .adac, .amazon, .bmw, .bosch, .deloitte and .sap. Of the maximum of 1,409 possible new gTLDs, 669 TLDs have been categorized as brand TLDs.

What purpose do brands use their TLD for?

There are many reasons for wanting their own TLD. The three main reasons are: (1) trademark protection (defensive registration), (2) use for your own brand presence and (3) use for sales partners.

When it comes to using your own brand presence, there are further questions that need to be clarified as part of an application: including (1) Should the main domain be handled via your own TLD? (2) Should the company's emails be sent through it? (3) Should products or services have their own TLD?

Key Characteristics:

Proprietary: Only the brand or corporation can register second-level domains (e.g., drive.bmw, mac.apple, or search.google) under their branded TLD.
Unique: Each brand TLD is distinct from generic TLDs and other branded TLDs.
Customizable: Brands can create a tailored online presence, using their branded TLD to promote products, services, or campaigns.

Examples of Brands Using Branded TLDs:

Name: DNS name | Entity: company and/or brand

.aaa | American Automobile Association

.aarp | AARP

.abarth | Fiat Chrysler Automobiles (Abarth)

.abb | ABB

.abbott | Abbott Laboratories

.abbvie | AbbVie

.abc | American Broadcasting Company

.accenture | Accenture

.aco | ACO Severin Ahlmann GmbH & Co. KG

.aeg | Aktiebolaget Electrolux

.aetna | Aetna

.afl | Australian Football League

.agakhan | Aga Khan Foundation

.aig | American International Group

.aigo | Aigo

.airbus | Airbus

.airtel | Bharti Airtel

.akdn | Aga Khan Foundation

.alfaromeo | Fiat Chrysler Automobiles (Alfa Romeo)

.alibaba | Alibaba Group

.alipay | Alibaba Group

.allfinanz | Allfinanz Deutsche Vermögensberatung Aktiengesellschaft

.allstate | Allstate

.ally | Ally Financial

.alstom | Alstom

.amazon | Amazon

.americanexpress | American Express

.amex | American Express

.amica | Amica Mutual Insurance

.android | Google (Android)

.anz | Australia & New Zealand Banking Group

.aol | AOL

.apple | Apple

.aquarelle | Aquarelle.com Group

.aramco | Aramco

.audi | Audi

.auspost | Australia Post

.aws | Amazon Web Services

.axa | Axa

.azure | Microsoft

.baidu | Baidu

.bananarepublic | Gap (Banana Republic)

.barclaycard | Barclays

.barclays | Barclays

.basketball | FIBA

.bauhaus | Werkhaus GmbH

.bbc | BBC

.bbt | BB&T

.bbva | Banco Bilbao Vizcaya Argentaria

.bcg | Boston Consulting Group

.bentley | Bentley

.bharti | Bharti Enterprises

.bing | Microsoft (Bing)

.blanco | BLANCO GmbH + Co KG

.bloomberg | Bloomberg

.bms | Bristol-Myers Squibb

.bmw | BMW

.bnl | Banca Nazionale del Lavoro

.bnpparibas | BNP Paribas

.boehringer | Boehringer Ingelheim

.bond | Bond University

.booking | Booking.com

.bosch | Robert Bosch GmbH

.bostik | Bostik

.bradesco | Bradesco

.bridgestone | Bridgestone

.brother | Brother Industries

.bugatti | Bugatti

.cal | Google (Google Calendar)

.calvinklein | PVH

.canon | Canon

.capitalone | Capital One

.caravan | Caravan International

.cartier | Richemont DNS

.cba | Commonwealth Bank

.cbn | Christian Broadcasting Network

.cbre | CBRE Group

.cbs | CBS

.cern | CERN

.cfa | CFA Institute

.chanel | Chanel

.chase | Chase Bank

.chintai | Chintai Corporation

.chrome | Google (Google Chrome)

.chrysler | Chrysler

.cipriani | Hotel Cipriani Srl

.cisco | Cisco Systems

.citadel | Citadel Domain

.citi | Citigroup

.citic | CITIC Group

.clubmed | Club Med

.comcast | Comcast

.commbank | Commonwealth Bank

.creditunion | CUNA Performance Resources

.crown | Crown Equipment Corporation

.crs | Federated Co-operatives

.csc | DXC Technology

.cuisinella | Société Alsacienne de Meubles (Cuisinella)

.dabur | Dabur

.datsun | Nissan (Datsun)

.dealer | Dealer Dot Com

.dell | Dell

.deloitte | Deloitte

.delta | Delta Air Lines

.dhl | Deutsche Post

.discover | Discover Financial Services

.dish | Dish Network

.dnp | Dai Nippon Printing

.dodge | Chrysler (Dodge)

.dunlop | Goodyear Tire and Rubber Company (Dunlop Tyres)

.dupont | DuPont

.dvag | Deutsche Vermögensberatung

.edeka | Edeka

.emerck | Merck Group

.epson | Seiko Epson

.ericsson | Ericsson

.erni | ERNI Group Holding AG

.esurance | Esurance

.etisalat | Etisalat

.eurovision | European Broadcasting Union (Eurovision)

.everbank | EverBank

.extraspace | Extra Space Storage

.fage | Fage

.fairwinds | FairWinds Partners

.farmers | Farmers Insurance Exchange

.fedex | FedEx

.ferrari | Fiat Chrysler Automobiles (Ferrari)

.ferrero | Ferrero

.fiat | Fiat Chrysler Automobiles

.fidelity | Fidelity Investments

.firestone | Bridgestone

.firmdale | Firmdale Holdings

.flickr | Yahoo! (Flickr)

.flir | FLIR Systems

.flsmidth | FLSmidth

.ford | Ford

.fox | Fox Broadcasting Company

.fresenius | Fresenius Immobilien-Verwaltungs-GmbH

.forex | Dotforex Registry Ltd

.frogans | OP3FT

.frontier | Frontier Communications

.fujitsu | Fujitsu

.fujixerox | Fuji Xerox

.gallo | E & J Gallo Winery

.gallup | Gallup

.gap | Gap

.gbiz | Google

.gea | GEA Group

.genting | Genting Group

.giving | Giving Limited

.gle | Google

.globo | Grupo Globo

.gmail | Google (Gmail)

.gmo | GMO Internet

.gmx | 1&1 Mail & Media (GMX, Global Message Exchange)

.godaddy | Go Daddy

.goldpoint | Yodobashi Camera

.goodyear | Goodyear Tire and Rubber Company

.goog | Google

.google | Google

.grainger | Grainger Registry Services, LLC

.guardian | Guardian Life Insurance Company of America

.gucci | Gucci

.hbo | HBO

.hdfc | Housing Development Finance Corporation

.hdfcbank | HDFC Bank

.hermes | Hermès

.hisamitsu | Hisamitsu Pharmaceutical

.hitachi | Hitachi

.hkt | Hong Kong Telecom

.honda | Honda

.honeywell | Honeywell

.hotmail | Microsoft (Hotmail)

.hsbc | HSBC

.hughes | Hughes Network Systems

.hyatt | Hyatt

.hyundai | Hyundai Motor Company

.ibm | IBM

.ieee | Institute of Electrical & Electronics Engineers

.ifm | ifm electronic gmbh

.ikano | Ikano

.imdb | Amazon (IMDb)

.infiniti | Nissan (Infiniti)

.intel | Intel

.intuit | Intuit

.ipiranga | Ipiranga

.iselect | iSelect

.itau | Itaú Unibanco

.itv | ITV

.iveco | CNH Industrial (Iveco)

.jaguar | Jaguar Land Rover

.java | Oracle (Java)

.jcb | JCB

.jcp | JCP Media

.jeep | Chrysler (Jeep)

.jio | Reliance Industries (Jio)

.jpmorgan | JPMorgan Chase

.juniper | Juniper Networks

.kddi | KDDI

.kerryhotels | Kerry Trading Co. Limited

.kerrylogistics | Kerry Trading Co. Limited

.kerryproperties | Kerry Trading Co. Limited

.kfh | Kuwait Finance House

.kia | Kia Motors Corporation

.kinder | Ferrero (Kinder Surprise)

.kindle | Amazon (Amazon Kindle)

.komatsu | Komatsu

.kpmg | KPMG

.kred | KredTLD

.kuokgroup | Kerry Trading Co. Limited

.lacaixa | Caixa d’Estalvis i Pensions de Barcelona

.ladbrokes | Ladbrokes

.lamborghini | Lamborghini

.lancaster | Lancaster (Coty)

.lancia | Fiat Chrysler Automobiles (Lancia)

.lancome | L'Oréal

.landrover | Jaguar Land Rover

.lanxess | Lanxess

.lasalle | JLL

.latrobe | La Trobe University

.lds | The Church of Jesus Christ of Latter-day Saints (LDS Church)

.leclerc | E.Leclerc

.lego | Lego Group

.liaison | Liaison Technologies

.lexus | Toyota (Lexus)

.lidl | Lidl

.lifestyle | Lifestyle Domain Holdings, Inc.

.lilly | Eli Lilly and Company

.lincoln | Ford (Lincoln)

.linde | Linde

.lipsy | Lipsy Ltd

.lixil | Lixil Group

.locus | Locus Analytics

.lotte | Lotte Holdings

.lpl | LPL Financial

.lplfinancial | LPL Financial

.lundbeck | Lundbeck

.lupin | Lupin Limited

.macys | Macy's

.maif | Mutuelle Assurance Instituteur France (MAIF)

.man | MAN

.mango | Mango

.marriott | Marriott International

.maserati | Fiat Chrysler Automobiles (Maserati)

.mattel | Mattel

.mckinsey | McKinsey & Company

.metlife | MetLife

.microsoft | Microsoft

.mini | BMW (Mini)

.mit | Massachusetts Institute of Technology

.mitsubishi | Mitsubishi Corporation

.mlb | MLB Advanced Media

.mma | MMA IARD

.monash | Monash University

.mormon | The Church of Jesus Christ of Latter-day Saints (LDS Church)

.moto | Motorola

.movistar | Telefónica (Movistar)

.msd | MSD Registry Holdings, Inc.

.mtn | MTN

.mtr | MTR Corporation

.mutual | Northwestern Mutual

.nadex | Nadex

.nationwide | Nationwide Mutual Insurance Company

.natura | Natura & Co

.nba | National Basketball Association

.nec | NEC

.netflix | Netflix

.neustar | Neustar

.newholland | CNH Industrial (New Holland Agriculture, New Holland Construction)

.nfl | National Football League

.nhk | NHK

.nico | Dwango (Niconico)

.nike | Nike

.nikon | Nikon

.nissan | Nissan

.nissay | Nippon Life

.nokia | Nokia

.northwesternmutual | Northwestern Mutual

.norton | NortonLifeLock

.nra | National Rifle Association of America

.ntt | Nippon Telegraph & Telephone

.obi | OBI Group Holding SE & Co. KGaA

.office | Microsoft (Microsoft Office)

.omega | Swatch Group (Omega)

.oracle | Oracle

.orange | Orange

.otsuka | Otsuka Pharmaceutical

.ovh | OVH

.panasonic | Panasonic

.pccw | PCCW

.pfizer | Pfizer

.philips | Philips

.piaget | Piaget

.pictet | Pictet

.ping | Ping

.pioneer | Pioneer Corporation

.play | Google (Google Play)

.playstation | Sony (PlayStation)

.pohl | Deutsche Vermögensberatung

.politie | Politie Nederland

.praxi | Praxi

.prod | Google (products)

.progressive | Progressive Corporation

.pru | Prudential Financial

.prudential | Prudential Financial

.pwc | PwC

.quest | Quest Software

.qvc | QVC

.redstone | Redstone Haute Couture Co

.reliance | Reliance Industries

.rexroth | Robert Bosch GmbH

.ricoh | Ricoh

.ril | Reliance Industries

.rmit | Royal Melbourne Institute of Technology

.rocher | Ferrero (Ferrero Rocher)

.rogers | Rogers Communications

.rwe | RWE

.safety | Safety Registry Services, LLC.

.sakura | Sakura Internet

.samsung | Samsung SDS

.sandvik | Sandvik

.sandvikcoromant | Sandvik Coromant

.sanofi | Sanofi

.sap | SAP

.saxo | Saxo Bank

.sbi | State Bank of India

.sbs | Special Broadcasting Service

.sca | Svenska Cellulosa

.scb | Siam Commercial Bank

.schaeffler | Schaeffler Technologies

.schmidt | Société Alsacienne de Meubles (Cuisines Schmidt)

.schwarz | Schwarz Gruppe

.scjohnson | S. C. Johnson & Son

.scor | SCOR

.seat | SEAT

.sener | Sener Ingeniería y Sistemas, S.A.

.ses | SES

.sew | SEW Eurodrive

.seven | Seven West Media

.sfr | SFR

.seek | Seek

.shangrila | Shangri-La Hotels and Resorts

.sharp | Sharp Corporation

.shaw | Shaw Cablesystems G.P.

.shell | Shell

.shriram | Shriram Capital

.sina | Sina Corp

.sky | Sky Group

.skype | Microsoft (Skype)

.smart | Smart Communications

.sncf | SNCF

.softbank | SoftBank

.sohu | Sohu

.sony | Sony

.spiegel | Der Spiegel

.stada | Stada Arzneimittel

.staples | Staples

.star | Disney Star

.starhub | StarHub

.statebank | State Bank of India

.statefarm | State Farm

.statoil | Statoil

.stc | Saudi Telecom Company

.stcgroup | Saudi Telecom Company

.suzuki | Suzuki

.swatch | Swatch Group

.swiftcover | Swiftcover

.symantec | Gen Digital

.taobao | Alibaba Group (Taobao)

.target | Target

.tatamotors | Tata Motors

.tdk | TDK

.telecity | TelecityGroup

.telefonica | Telefónica

.temasek | Temasek Holdings

.teva | Teva Pharmaceuticals

.tiffany | Tiffany & Co.

.tjx | TJX Companies

.toray | Toray Industries

.toshiba | Toshiba

.total | Total

.toyota | Toyota

.travelchannel | Lifestyle Domain Holdings, Inc. (Travel Channel)

.travelers | Travelers TLD, LLC (The Travelers Companies)

.tui | TUI

.tvs | T V Sundram Iyengar & Sons Private Limited

.ubs | UBS

.unicom | China Unicom

.uol | Universo Online

.ups | United Parcel Service

.vanguard | Vanguard Group

.verisign | VeriSign

.vig | Vienna Insurance Group

.viking | Viking River Cruises

.virgin | Virgin Group

.visa | Visa

.vista | Vistaprint

.vistaprint | Vistaprint

.vivo | Telefônica Brasil

.volkswagen | Volkswagen Group of America

.volvo | Volvo

.walmart | Walmart

.walter | Sandvik

.weatherchannel | IBM (The Weather Company)

.weber | Saint-Gobain

.weir | Weir Group

.williamhill | William Hill

.windows | Microsoft (Microsoft Windows)

.wme | Endeavor

.wolterskluwer | Wolters Kluwer

.woodside | Woodside Petroleum

.wtc | World Trade Centers Association

.xbox | Microsoft Xbox

.xerox | Fuji Xerox

.xfinity | Comcast

.yahoo | Yahoo!

.yamaxun | Amazon (Amazon China)

.yandex | Yandex

.yodobashi | Yodobashi Camera

.youtube | Google (YouTube)

.zappos | Amazon (Zappos)

.zara | Inditex (Zara)

.zippo | Zippo

Benefits:

Brand Image: Branded TLDs enhance a company’s online image, conveying a sense of professionalism and control.
Marketing Flexibility: Brands can create multiple second-level domains for various products, services, or campaigns, making marketing efforts more efficient.
Security: Branded TLDs provide an additional layer of security, as only authorized users can register domains under the brand’s TLD.

Challenges and Considerations:

Cost: Applying for and maintaining a branded TLD can be expensive.
Confusion: Some users may be unfamiliar with branded TLDs, which could lead to confusion or difficulties in finding a website.
ICANN Guidelines: Brands must adhere to ICANN’s guidelines and rules when applying for and using a branded TLD.

In Conclusion, branded and corporate top-level domains offer a unique opportunity for companies to establish a strong online presence, enhance their brand image, and increase marketing flexibility. However, it’s essential to carefully consider the costs, potential confusion, and ICANN guidelines before pursuing a branded TLD.