As of today, 619 applications have been submitted for brand top-level domains (TLDs).

And there are plenty of big name brands that are already using them.

In this post I'll look at five examples, as well as giving a bit of background on TLDs and why brands might want their own.

Background to new gTLDs

The background to new TLDs makes fairly heavy reading. Most of the problems have surrounded new generic TLDs (gTLDs), for example Amazon's application for '.book'.

These new gTLDs were introduced in 2012 and 2013, and you can read all the heavy detail about the bid process on ICANN's Wiki (ICANN is the Internet Corporation for Assigned Names and Numbers, a private not-for-profit).

Incidentally, the most bids were put in by Google (101), Amazon (79) and Microsoft (11), but non-tech giants like L'Oreal were also in the mix.

Brand protection

Some of the controversy around new gTLDs has involved concern from brands that want to protect their name from appearing in the URL of new domains, particularly unflattering ones.

Would brands feel pressured to buy 'brandname.word', to stop others from taking them?

Believe it or not, one of these controversial new domains is .sucks, which is charging a premium for brands to snap up their own

You can read the full background on that interesting gTLD in a detailed Search Marketing Land article.

Or go to its website and view the most bizarre video on the internet with Ralph Nader.


Is the fuss dying down?

According to World Trademark Review it appears that, despite this controversy, brands have not changed their domain enforcement strategies.

Its study published in April 2016 showed that 60.5% of companies haven't changed policy in light of new gTLDs.

The question is, does that mean brands are unprepared? That's a debate for another post.

Let's look at some brand TLDs, a slightly different kettle of fish.

Brand TLDs 

Brand TLDs seem more straightforward and represent 34% of new TLDs applied for. Companies can't snap up brand TLDs just to sell them on.

There was initial uncertainty about search performance but Google has since confirmed that there's no reason to fear brand TLDs, though they don't offer inherent SEO advantage.

1. BMW

BMW celebrated its centenary by looking forward to the next 100 years on this website at

Here, the advantage is pretty much solely one of brand image, but brand TLDs do allow companies to create lots of second-level domains for campaigns and products.

To some extent, this makes marketing easier. Think, etc. - shorter and more memorable URLs.

Consumers can often be confused by TLDs (do I need .com or, so this brand TLD may also offer assurance to the customer.

bmw next 100 

2. Barclays

In May 2015, Barclays announced TLDs of .barclays and .barclaycard.

Online banking isn't carried on this new brand TLD, but it's easy to see how security could be one advantage of using .barclays.

barclays tld 

3. Sky

Sky is a good example of a business creating shorter, memorable URLs by using a brand TLD.

For example, currently redirects to

Whether this will just be for marketing purposes, like custom URLs, or will eventually be used as the main domain remains to be seen.

Other companies are using brand TLD redirects, too. Bing redirects to



CERN is another example of a new TLD being used for branding purposes, but also presumably to offer simple flexibility when it comes to creating second-level domains in future.


5. Google

Our final example is a bit of a meta one.

Google has, where it promotes access to new gTLDs that it has successfully applied for.

Other registars can partner with Google here, to sell these domains.

Look down the list and you can immediately see things of interest to many brands, whether or not they have their own brand TLD already.


For more advantages of using a branded TLD, read: Brand TLDs: five potential benefits.

Know more about TLDs than me? - why not leave a comment below.

Ben Davis

Published 28 April, 2016 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at, follow at @herrhuld or connect via LinkedIn.

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Comments (2)


Peter LaMantia, CEO at Authentic Web Inc

Ben, nice article.

As the new TLD era takes hold, already there are over 17 million new domains registered in these new spaces, it is clear that major and aspiring brands will eventually move to Brand TLDs to communicate and serve clients on proprietary name spaces that offer control, security, authenticity and trust. Brand TLDs are a massively scalable and flexible platform for innovation as well as security and control.

As brand managers begin to educate themselves, we can expect to see many more use cases to emerge that extend beyond the simple but compelling use case benefits of "keymessage.brand" to improve marketing communication KPIs. Consider what brands like Nike or BMW could deploy with a "customer.brand" initiative to generate affinity and motivate advocacy. Also consider what big brands who sell and service through channels, for example in the financial services or insurance spaces could do with a "channel.brand" strategy, Think "". Authentic, trusted, measurable and scalable. Brand TLDs offer many advantages including control, visibility and automation along with new capabilities as innovation blank canvas. Leading brands are already starting to recognize this fact.

Brands were originally quite concerned about new TLDs and rightly so. The reality is however, that Brand TLDs offer brands for the first time, a digital identity home base that cannot be infringed upon by nefarious actors. If you are a brand struggling with the high cost of IP protection, the Brand TLD offers a long-term solution.

We sometimes forget that we remain in the very early days of Internet evolution. Change is happening and it is as usual quite fascinating.

about 2 years ago

Ben Davis

Ben Davis, Editor at EconsultancyStaff

Cheers, Peter. I should say that Peter's website was great source material for my article. You can find it here

about 2 years ago

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