It’s been 12 years since the industry discussed, launched and implemented the last round of new gTLDs. Those who remember it can’t help but look forward to the upcoming round, as hard-earned lessons from the past come in handy going forward.
It will be exciting to see which new applications come up. Generic and regional extensions like the formerly applied for .shop, .app or .tokyo might find new neighbours, along with new DotBrand applications by business leaders who want to own a new slice of digital real estate.
Any company or organizations interested in applying for a new gTLD or a DotBrand must also consider lessons learned from the past round. These lessons help us avoid delays, and beyond an application success, help us make the most of our potential and put the new DotBrand to good use.
What’s happening, and when?
Come Q2 2026, ICANN plans to open the next round of new gTLD applications – with the Applicant Guidebook (detailing the application process) expected to be completed by May 2025.
This leaves close to nine months for potential applicants like brand owners, regional governmental organizations, entrepreneurs or even companies engaged in the crypto world, to take an educated decision whether applying for an own TLD provides strategic benefits when compared with alternatives like a streamlined and modernized global domain strategy.
What’s a DotBrand?
A DotBrand (sometimes also called a branded top-level domain or branded TLD) is a type of internet domain that is specific to a particular brand or company. Instead of using generic top-level domains (TLDs) like .com, .net, or .org, or even country-specific ones like .co.uk or .fr, some companies applied for and operate their own branded TLD, such as .google for Google or .apple for Apple.
What happened during the first round of new gTLDs?
A total of 1,930 applications were received for new generic top-level domains (new gTLDs), including both generic and brand-specific terms.
These applications included some 600 DotBrands, with most passing through the process and being technically delegated – but more than some fell into a dormant stage afterwards, with their potential never leveraged.
Why do so many DotBrands fall short of their full potential?
Many companies applied for Dotbrands without a clear plan for how to integrate them into their existing digital strategy. In some cases, the novelty of gTLDs might have led to applications motivated more by a competitive attitude rather than a well-thought-out business objective, too.
This lack of clear objectives fosters short-term decision-making. When relevant departments limit their input to the new gTLD strategy, this also hampers its potential. Without full buy-in from marketing, sales, legal, and technical teams, applicants struggle to see their return on investment. Some DotBrands even lapse, following a lengthy registration process – with a view on effort and application cost, this presents a financially disadvantageous development.
There are further strategic, technical and market related topics and barriers that should be addressed prior to taking the decision to apply for a DotBrand.
Why should you consider applying for a DotBrand (or a new gTLD) nevertheless?
Despite the challenges faced by companies in utilizing their DotBrand, there are several positive aspects and potential benefits that could justify a participation in the next round of applications. Here are some positive remarks that could drive your decision:
- Enhanced Brand Visibility and Control
A DotBrand can allow you to stand out in the digital space, and moreover set the rules on your own playground.
- Marketing and Innovation Opportunities
Use a DotBrand for creative and novel marketing approaches. Tailor domains to products or campaigns and improve customer experience.
- Future-Proofing Digital Strategy
Position your company for future trends and digital developments like e.g. voice search, where a DotBrand domain can provide flexibility and advantage.
There are more possible benefits and considerations, that should be part of a diligent preparation for a new gTLD / DotBrand project.
What lessons can we take from the last round?
Be diligent and use the time you have on your hands. Don’t wait till there’s pressure to take a decision but weigh all pros and cons well in advance. Interdepartmental silos trip plenty of businesses up, so successful firms account for each stakeholder and their role in the process going forward. Beyond that, each each stakeholder brings their own set of agendas, and their own timeline, which shapes the course of your new gTLD strategy.
If you decide to apply for a DotBrand, involve all key departments before, during, and after the application process, to ensure a successful project and avoid issues caused by a siloed approach.
And finally, bank on the experience of specialist partners to provide insights and best practice advice across departments. By addressing past challenges with strategic planning and clear objectives, you can leverage DotBrands to achieve significant digital and competitive advantages.
For more information, check our our in-depth guide, or contact your trusted EBRAND advisor.
