A practical guide from ICANN to faciliate the deployment of Brand TLDs

A Brand TLD: much more than a domain name

A dotBrand is a domain exploited exclusively by the owner of a brand and any affiliates it might have. This model is defined and detailed in the new Applicant Guidebook. Three main criteria must be met:

• the TLD must be for the exclusive use of the registry operator, its affiliates or trademark licensees;
• registration of domain names must not be open to the public;
• any string that a Brand TLD applicant wishes to apply for must exactly match a <mark:label> element in a valid SMD (Signed Mark Data) file.

This strategic asset gives an organisation:

• complete mastery of the digital ecosystem of its brand;
• indisputable authenticity of its communications;
• strengthened protection against fraud and identity theft;
• the ability to innovate freely in structuring the domain names used (examples include: mabanque.BNPPARIBAS and recrutement.LECLERC).

Compared with the more widespread “open” TLD models such as .com, having a dotBrand allows the organisation to transition from the status of user of a domain name in a shared digital space to that of owner of its own digital territory for its exclusive use.

Applying for a Brand TLD: a now well-established procedure

The Guidebook consists of seven modules which guide organisations step by step, from eligibility through to delegation.

Here in summary is what brands can expect:

• Eligibility: only legal entities (corporations, organisations, institutions) may apply. Individuals, and entities that have not yet been formed, will not be accepted.
• Fees: the standard cost of an application for a Brand TLD is US$227,500 dollars.
• Obligatory pre-evaluation of the registry service provider (RSP): brands must identify a RSP that has been evaluated by ICANN, such as Afnic.
• Good faith intent: all applications must be submitted with a written bona fide intention to operate the Brand TLD applied for.
• Legitimacy of the brand: a specific process checks to confirm that the term applied for is covered by the trademark, by means of proofs such as registration with the Trademark Clearinghouse (TMCH, a trademark protection programme offered by ICANN).
• Rules associated with the structure of the string applied for: the TLD name must have at least three characters and not more than 63. No special figure or character such as dashes will be accepted.

There are also several new features worth mentioning which demonstrate ICANN’s determination to make the process as smooth as possible for applicants and especially for brands:

• structured access to the TMCH; To qualify for a Brand TLD designation, an applicant must provide one or more TMCH (Trademark Clearinghouse) SMD (Signed Mark Data) files. This will simplify the process of brand verification.
• possible submission of up to four replacement strings to avoid blockages in the event of string contention.
• Prohibition of private resolution of contention sets, reinforcing transparency and fairness.
• A Predictability Framework, guided by a dedicated team ensuring efficient management of change or unexpected issues that may arise.
• The RSP Evaluation Programme, allowing service providers to be evaluated just once, thus simplifying and accelerating the deployment process for future TLDs.

Forecast timeline: for brands, it’s now or never!

In conclusion: clearer structuring by ICANN of this rare and strategic opportunity for brands

This forthcoming round of the new gTLD programme promises to be much better structured than in 2012. Registering a Brand TLD remains exceptionally, indeed uniquely opportune in a context in which organisations worldwide will not have much time to decide.

Given the advantages in terms of digital autonomy and competitive differentiation, brands must seriously and quickly consider applying.

The 2025 Guidebook provides a useful framework for this technology, opening the way to ever more widespread adoption.