.brand Extensions: a new territory for brands, challenges and perspectives of contents

Introduction

A domain name is the web address that allows a user to access a website. It represents the first element of a company’s digital identity on the internet, typically consisting of two parts: the name itself (e.g., “yourcompany”) and the extension (such as “.com”, “.fr”, or “.org”). This extension, also called a Top-Level Domain (TLD), categorizes the site into a specific group or country.

Types of Domain Names
Domain names are categorized by different extensions:

• gTLDs (Generic Top-Level Domains), such as .com, .org, and .net, are the most common and non-geographical.

• ccTLDs (Country Code Top-Level Domains), like .fr (for France) or .de (for Germany), identify a specific country or region.

• nTLDs (New Top-Level Domains) are recently introduced extensions, like .tech, .shop, or more recently, .brand.

For eligibility, a domain name must be tied to an official and well-known trademark, meaning it must be recognized by a relevant audience.

The .Brand domain extension, also known as “dot brand,” represents a major evolution in the management of digital identities for businesses. Introduced by ICANN in 2012 , these extensions allow brands to create their own top-level domain (TLD), providing complete control over their online presence. This strategic move raises key questions regarding its objectives, scope of use, and the management of associated legal risks. Additionally, ICANN has announced the opening of a series of new TLDs for 2026, allowing trademark holders to create their personalized internet extension and optimize their digital presence in a unique and secure way.

What is a .Brand TLD?

Definition and Characteristics

A .Brand TLD is a customized domain extension exclusively assigned to a registered brand. For example, Apple, wishing to strengthen its digital identity, could obtain the “.apple” extension to create addresses like “iphone.apple” or “support.apple.” This opportunity is offered by ICANN as part of its new generic top-level domain (gTLD) program.

Process of obtaining a .Brand TLD

Acquiring a .brand TLD requires a complex and costly process. Companies must submit a detailed application to ICANN, demonstrating their ability to manage such a domain and comply with associated obligations, such as adherence to GDPR, managing the DNS system, domain registrations, and ensuring data security. Additionally, the brand must demonstrate its official registration and reputation, meaning its recognition among a relevant audience, in order to be eligible.

Strategic objectives of adopting a .Brand TLD

Strengthening digital identity

One of the primary objectives of a .Brand TLD is to enhance the company’s digital identity. By fully controlling their extension, brands can create coherent and representative addresses, making it easier for users to recognize and engage with them.

Securing online presence

Another major advantage is the securing of online presence. By owning their own TLD, companies reduce the risks of cybersquatting (the registration of domain names identical or similar to well-known brands to resell them at high prices) and phishing (fraud techniques aiming to obtain sensitive information by pretending to be a trusted entity), as they have exclusive control over domain registrations associated with their brand. This also allows them to better protect users from fraudulent sites impersonating the brand.

Innovation and differentiation

.Brand TLDs also offer innovation opportunities that allow for differentiation. Companies can create original marketing campaigns, personalized user experiences, and unique online services, thereby strengthening their competitive position.

Scope of Use for .Brand Domains

Geographical and linguistic limits

It’s important to note that the use of a .Brand TLD might be subject to geographical or linguistic restrictions. For example, a company primarily operating in France may choose to use “.fr” or “.paris” in addition to its .Brand TLD to better target its local audience.

Managing Legal Risks

Compliance with regulations

Companies must ensure that their use of the .Brand TLD complies with current regulations, particularly regarding personal data protection (GDPR) and intellectual property. It is essential to define clear policies concerning domain registration and usage.

Surveillance and enforcement

Continuous monitoring is necessary to detect any unauthorized or abusive use of the .brand TLD. Enforcement mechanisms, such as implementing dispute resolution procedures (for example, the Syreli procedure in France), can be considered to protect the brand’s rights. Dreyfus Law firm offers domain name monitoring services to secure and protect your digital identity.Collaboration with specialized service providers.

Collaboration with specialized service providers.

For effective management, businesses can collaborate with service providers specializing in managing .Brand TLDs. These experts can assist in the acquisition process, technical implementation, and day-to-day management of the extension. For optimal management, Dreyfus Law firm offers its expertise in intellectual property and domain name management. Contact us to discover how we can help you fully leverage this strategic opportunity.

Conclusion

.Brand domain extensions offer companies a unique opportunity to strengthen their digital identity, secure their online presence, and innovate in their communication. However, this approach requires careful preparation, proactive management of legal risks, and collaboration with specialized professionals. By adopting a well-defined strategy, brands can fully benefit from the advantages offered by .Brand TLDs.

Dreyfus Law firm assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus Law firm is partnered with a global network of lawyers specializing in intellectual property.

Nathalie Dreyfus with the assistance of the entire Dreyfus team.

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