DotBrands:
Secure your own digital space with a new gTLD

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.

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.

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.

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.

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!

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.

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.