Don’t miss the opportunity to secure your dotBrand!

Does this affect my brand?

Unlike in 2012, when the concept of a dotBrand (brand TLD) was not yet clearly defined, the 2026 new gTLD programme formally recognises this type of top-level domain.
The Applicant Guidebook includes entire sections dedicated to this category, offering a more structured and predictable framework. Organisations with registered trademarks can now officially apply for a Brand TLD and join the 2012 pioneers, which currently account for just over 500 active TLDs.

However, the rule remains the same: a string can be assigned only once as a top-level domain. If another organisation shares your brand name (which is not uncommon considering how often the same name is used across multiple sectors or regions) and applies while you do nothing, that other organisation is highly likely to be awarded the TLD. At that point, your brand will have lost the opportunity for good.

If your brand name is also a generic term, such as “Orange”, which is both a globally recognised brand and the name of a fruit or a colour in several languages, the question becomes even more compelling. Beyond a competing dotBrand application, you may also be up against an application for a “generic” top-level domain, where it is not necessary to own trademark rights to the name corresponding to the targeted character string.

Possible outcomes following your application

If you decide to apply so as not to risk having such a strategic asset fall in the hands of another organisation, what can you expect to happen after Reveal Day in October 2026, when all applications submitted to ICANN will be disclosed?

• You are the only organisation to have applied for the name.
  This was by far the most common scenario in 2012.
  With no competing applications, the process will naturally be quicker and easier.
  However, the holder of an identical trademark may still file a “legal rights objection” against your application using the procedure explained in the Applicant Guidebook.
  However, this procedure carries limited risk. Experience from 2012 shows that objections were unsuccessful when the applicant held valid trademark rights and acted in good faith.

• You are not the only organisation to have applied for a dotBrand with this string.
  In this scenario, ICANN provides a number of options:

• • You may choose to revise your application in order to select an alternative name to the one indicated at the time of submission.
  • You may choose to revise your application through a procedure that allows you to request a new name based on your original brand name combined with one or more generic terms that reflect your brand’s activities.
  • You may choose to keep your application as is and proceed to an auction with your competitor, provided they also stand by their application and do not withdraw it in your favour.
  • Lastly, you may withdraw your application and receive a partial refund from ICANN.

• You are not the only organisation that applied for the name, as there is a matching application for a generic TLD. In this scenario, holding a registered and recognised trademark usually gives your application a decisive advantage. The holder of the trademark may file a Legal Rights Objection (LRO) against the generic TLD application.

What are the risks of not applying?

If you do not take advantage of the application window between 30 April and 12 August 2026, another organisation could obtain the only TLD with your brand name, either as a dotBrand or as a generic TLD if your name is also a generic term.

This means losing a strategically important long-term opportunity, weakening your brand identity and creating confusion for your customers and prospects.