In 40 days brands will be able to apply for their own dot brand web extension.

 The 92 day window for applications to the Internet Corporation for Assigned Names and Numbers (ICANN) opens on January 12, 2012, so next year we might be flooded with the likes of ‘news.pepsi’ addresses instead of ‘’.

To make the process easier domain registry company Afilias has launched a handy guide detailing the benefits of a personalised domain and tips on the application process.

ICANN plans to allocate a maximum of 500 dot brand extensions each year and expects to receive thousands of applications, so it could be up to a decade before the application window opens again. 

Afilias has also produced this useful infographic to summarise the process.

David Moth

Published 2 December, 2011 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (2)


Mark Thompson, MD at Printdesigns Limited

The costs for the application process are staggering and as such, unaffordable to smaller businesses unfortunately.

over 6 years ago


Nick Stamoulis

It will be interesting to see how this goes when it rolls out. Web users are so used to ".com" that it may take some time to adjust. Due to the application cost, it will obviously only affect large brands to start.

over 6 years ago

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