DotBrands:
Secure your own digital space with a new gTLD

ICANN's new gTLD registration round opens in Q2 2026, with the Applicant Guidebook expected to be completed by May 2025.
Don’t miss out—start planning now to secure your unique digital identity!

DotBrands open a whole new dimension for your digital footprint

DotBrand domains welcome visitors, revenue, and creative customer experiences. However, while each extension presents exciting new opportunities, brands and organizations must build the right multi-stakeholder strategy to make the most of them. Ultimately, tailored consultancy and hard-earned expertise turn your DotBrand into a digital success.

New gTLDs are one of the fastest growing types of branded online presence...

Will you explore your next opportunity?

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Organizations already registered millions of domain addresses in DotBrands or gTLDs like .app or .shop.

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It’s not just brands involved! ICANN added over 50 regional gTLDs, like .NYC, .Tokyo, .Paris, and more.

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Hundreds of leading firms created new DotBrands gTLDs in the last round – will you be next?

Boosting your digital brand

Beyond just a shiny digital asset, a domain extension named after your brand or organization unlocks plenty of room for creativity and new use cases.

Prime digital real estate

Successful businesses engage their audience with a memorable USP. What’s more unique that carving out your own corner of the internet with a DotBrand domain? Especially, leading technology enterprises like Crypto and NFT providers need to demonstrate technological innovation.

Memorable marketing campaigns

Owning your own gTLD lets you take control of your cybersecurity, protecting your colleagues, visitors, and crucially your clients online. With advanced tools like DNSSEC to prevent DNS spoofing, and email authentication protocols like SPF, DKIM, and DMARC to stop email fraudsters in their tracks, your custom TLD is a fortress against cyber threats. It stops cybersquatters, and it boosts your brand’s credibility and trust, ensuring everyone knows they’re dealing with the real deal.

Practical applications

The new gTLD market presents an untapped ocean of possibilities, and to an extent, the only limit is your imagination and creativity. Businesses used the last set of gTLD registrations for all kinds of applications, from automotive companies mapping car service histories against custom domains, to customer service, product demos, online stores, and more. Or are you planning to offer reseller domains on your DotBrand?

Improving your cybersecurity

Stopping cybersquatters

Brands lose control of their online presence when scammers and cyberattackers spoof their brand. Phishing campaigns often spring from country-code extensions or subdomains outside your portfolio, but as soon as customers know you own a gTLD, they know which domains to rely on.

Charity and PR

Businesses also use new gTLDs for charity work and social responsibility projects, raising funds and awareness around worthy causes. DotBrands can be used as an educational and fundraising resource to build community support networks.

Streamlining customer experience

Integrations with new tech

As an innovative and forward-thinking digital solution, gTLD provides integration capabilities with cryptocurrencies, NFTs, and other next-generation tech.

SEO and digital ranking

gTLDs and .brand domains also allow sales and marketing teams in the mysterious art of SEO. Including generic keywords and industry terms not available in legacy TLDs anymore, can open future potentials for your business to climb to the top of search results.

How the last round worked

In January 2012, the Internet Corporation for Assigned Names and Numbers (ICANN) launched its first round of new generic top-level domain (gTLD) registrations. Learning from the last round informs our strategies going forward.

Many leading brands, cities and regions applied for new gTLDs in 2012, with a total of 1,930 applications.

Today, users can surf on DotBrands like .google, .apple, or.nike, geographical gTLDs like.berlin, .tokyo, .nyc, and .london. or gTLDs such as .online, .bank or .site. The application process involved registrar meetings and a formal application to ICANN, before the new gTLDs went live.

Success rates for new gTLDs applications varied, as some organizations dropped out after underestimating the process’s complexity.

Even when companies succeeded, many faced internal challenges. Marketing and legal teams often failed to effectively utilize the new domains, and interdepartmental silos wasted the platform's potential. This led to missed opportunities and underutilized gTLDs, highlighting the need for better planning and coordination.

Brands and regional organizations must consider the pros and cons before applying for a new gTLD.

They must also create a plan for their new gTLD involving marketing, integration with digital assets, and ongoing management. Success requires a tight focus on the right use cases, including brand identity, local engagement, and online security. When brands maintain specific goals, like securing a unique and memorable domain, fostering loyalty, and driving traffic to their sites, they embrace their new domain’s full potential.

EBRAND solutions

At EBRAND, we're excited to launch our new gTLD service for the next round of registrations. We've learned valuable lessons from the last round, gaining insights from partnerships with brands and organizations. Get in contact now to benefit from our expertise and strategic approach.

At EBRAND, our managed service breaks down silos and promotes cross-departmental collaboration to craft a productive and future-proof strategy for your DotBrand. We offer consultancy from pre-registration through post-launch, ensuring seamless integration with your digital infrastructure and marketing efforts.

Working with a dedicated expert helps you make the most of your new gTLD strategy. At EBRAND, our project experts supported dozens of clients through the process for over ten years, delivering best practice insights you need to succeed. Also, we stay close to new program developments as an active part of the ICANN community. Our experts provide tailored advice and strategic guidance, ensuring you unlock the full potential of your DotBrand and achieve your business goals with confidence.

New gTLDs aren't a one-size-fits-all solution, and your organization's brand strategy, market approach, financial goals, and geography demand unique support. With over 200 local experts and over a dozen language proficiencies, EBRAND delivers the comprehensive solutions you need to succeed.

Explore your new gTLD options now

Want to find out more about the new gTLD process, and the opportunities you’ll enjoy with your next slice of digital real estate?

New gTLD and DotBrand FAQs

What are new gTLDs?

A new gTLD (generic Top-Level Domain) represents any of the numerous domain extensions introduced beyond the original set of TLDs, such as .com, .org, and .net. These new gTLDs were launched as part of an expansion by the Internet Corporation for Assigned Names and Numbers (ICANN), aimed at increasing the variety of available domain names and offering more specific or creative options. Examples of new gTLDs include:

.tech: Commonly used by technology firms and startups.

.shop: Favored by online retailers and e-commerce businesses.

.blog: Ideal for bloggers and content creators.

.nyc: A geographic TLD that represents New York City, used by businesses or individuals linked to that location.

.guru: Often chosen by experts or consultants in various fields.

These new gTLDs provide greater flexibility and branding opportunities for individuals and businesses seeking a unique or memorable domain name. They also help reduce the scarcity of names available in traditional TLDs, where many desirable names are already taken. Do you want to know how to implement new gTLDs into a modern Corporate Domain Strategy, to balance opportunity, security and cost? Talk to your EBRAND expert to receive strategic best practice advice.

What’s a dotBrand?

A dotBrand is a type of generic Top-Level Domain (gTLD) that is specifically designated for use by a single brand or company. Unlike generic gTLDs like .com or .net, which are open to registration by the general public, a dotBrand TLD is exclusive to the brand owner. This exclusivity allows the brand to create a dedicated and controlled space on the internet, using their own branded domain extension. For example, instead of using a standard domain like www.brandname.com, a company might use www.homepage.brandname or product.brandname with a dotBrand TLD. This can enhance brand visibility, create a more direct and memorable web presence, and provide greater control over the brand’s online identity and security. DotBrands are managed by the respective companies, which means they can set their own rules for how the domain is used. This setup is particularly beneficial for companies that prioritize brand integrity, user trust, and consistent brand messaging across all digital platforms.

If you’re interested in learning more about how DotBrands can benefit your business or how to get started, our experienced EBRAND team is here to help. Reach out to us for personalized guidance and support.

Who’s ICANN?

ICANN, the Internet Corporation for Assigned Names and Numbers, oversees the allocation of domain names and manages domain extensions like .com and .org. This US-based non-profit organization coordinates the domain name system (DNS) and regulates registrars, such as EBRAND, who offer domain registration services. For ecommerce and website management, ICANN ensures a stable and secure internet infrastructure by setting the rules and standards for domain names.

Understanding ICANN’s role helps you see how domain choices and registrations are managed and maintained.

When will the next round of new gTLD applications start?

ICANN, the organization that governs the domain industry, plans to open the next round of new gTLD (generic top-level domain) applications in Q2 of 2026. This upcoming window will allow businesses, communities, and organizations worldwide to apply for new domain extensions or expand existing ones. The application period is expected to last around 12-15 weeks. To stay updated on the exact dates and requirements, keep an eye on ICANN’s official updates or contact the EBRAND team. We can provide guidance and support to help you prepare for this opportunity and navigate the application process effectively.

How does ICANN’s new gTLD program work?

ICANN’s new gTLD program operates through several distinct periods. Initially, there’s a bidding period where organizations apply for new gTLDs, followed by a rigorous evaluation and approval process to ensure compliance with technical and financial requirements. Approved gTLDs then enter the sunrise period, where trademark holders can secure their brand’s domains before public availability. Following publication, gTLDs are launched and managed by their respective owners.

This process, while comprehensive, moves deliberately—over a decade has passed since the last round, so seize the opportunity now, as the next round may not arrive for another decade!

How do I register for a new gTLD?

Registering for a new gTLD involves several steps, including initial application submission to ICANN, meeting technical and financial requirements, and passing evaluation phases. EBRAND simplifies this process with expert guidance from application to launch, ensuring seamless integration and maximum impact for your new domain extension.

In short, you can start the registration process with EBRAND right now, by reaching out to our experts.

How can I use a DotBrand for brand marketing?

A new gTLD offers powerful branding opportunities by creating distinct online identities. Brands can use their custom gTLDs to reinforce brand presence, improve online visibility, and enhance customer trust.

Cities use gTLDs like .nyc or .london to promote tourism, providing guides, travel tickets, and connecting visitors with local services. Non-profits like .hiv leverage gTLDs to raise awareness and funds effectively. Automotive manufacturers integrate gTLDs with QR codes for quick access to vehicle valuation and service history pages, enhancing customer experience.

EBRAND provides strategic guidance to maximize these opportunities, helping brands create innovative campaigns and strengthen customer engagement through their new gTLDs.