Domain Names and New gTLDs: Prepare Your Business for the Next ICANN Round
Written by Antony08/09/2025 Introduction
In today’s digital economy, a domain name is far more than a simple web address – it is a strategic business asset. It defines a company’s online identity, drives visibility, and secures customer trust.
The Internet Corporation for Assigned Names and Numbers (ICANN) has announced that a new round of generic Top-Level Domains (gTLDs) will be launched in the coming years. With the recent designation of dispute resolution providers for this next round, the process is accelerating – and businesses must start preparing now.
Dreyfus, a leading law firm specializing in intellectual property and digital strategy, provides full support in domain name management, including assistance in preparing and filing new gTLD applications with ICANN.
Why Domain Names Are Strategic Business Assets
Domain names play a central role in digital strategy:
- They define a company’s digital identity.
- They safeguard brands against cybersquatting and misuse.
- They enhance visibility and credibility worldwide.
- They build customer trust and protect corporate reputation.
Example: A banking institution that loses control of a key domain name exposes itself to phishing risks, financial loss, and severe damage to brand reputation.
New gTLDs: A Unique Opportunity for Brands
ICANN’s new gTLD program aims to expand and diversify the Internet space by allowing organizations to obtain new extensions such as .shop, .bank, or even proprietary .brand domains.
Lessons from the Previous Round
In the first round launched in 2012:
- Nearly 1,930 applications were submitted.
- Over 600 .brand domains were delegated, enabling global companies to control their own extensions.
- Key sectors such as luxury, finance, and technology secured strategic gTLDs.
Strategic Benefits
- Brand empowerment: owning a .brand creates a powerful marketing tool.
- Enhanced cybersecurity: full control of the namespace reduces phishing and fraud.
- Operational flexibility: simplified management of subdomains under a proprietary extension.
- Competitive edge: stronger visibility and differentiation in crowded markets.
The Risks of Inaction
Failing to prepare for the next gTLD round can result in:
- Loss of strategic extensions to competitors.
- Brand misuse and cybersquatting by malicious actors.
- Costly disputes (UDRP, URS, national ADR procedures).
- Reduced online visibility compared to proactive competitors.
Real-world example: several companies that did not anticipate the 2012 round had to buy back domains at exorbitant prices, sometimes exceeding hundreds of thousands of dollars.
How to Prepare for the Next ICANN Round
A Practical Checklist
- Map your critical domains: identify domains linked to your trademarks, products, and markets.
- Define your strategy: offensive (filing a .brand) or defensive (securing key generic extensions).
- Allocate budget and resources: ICANN fees, technical costs, legal support.
- Monitor ICANN developments: stay ahead of rule updates and timelines.
- Build a compliant application: legal, technical, and financial readiness.
Case Studies
- Global luxury group: applied for a .brand to secure all digital assets under a single trusted namespace.
- Industrial mid-size company: adopted a defensive strategy by protecting its trademarks in strategic generic extensions (.tech, .industry).
- Tech start-up: focused on monitoring and successfully recovered a hijacked domain via a UDRP proceeding.
Dreyfus’ End-to-End Support for gTLD Applications
Applying for a gTLD is a complex process requiring legal, technical, and financial expertise. Dreyfus offers comprehensive assistance at every stage:
- Portfolio audit: identifying risks and opportunities.
- Strategic advice: determining whether to pursue a .brand application or adopt a defensive approach.
- Legal assistance: preparing and submitting ICANN applications, ensuring compliance with contractual obligations.
- Operational management: coordinating with technical providers and liaising with ICANN.
- Continuous monitoring: implementing surveillance tools to prevent misuse and anticipate disputes.
Why Choose Dreyfus?
- 20+ years of expertise in intellectual property and domain names.
- Active involvement in international organizations (ICANN, INTA).
- International recognition in global rankings (IP Stars, Top 250 Women in IP, etc.).
- A multidisciplinary team combining law, technology, and digital strategy.
Future Trends: The Impact of New gTLDs
- Cybersecurity: .brand domains will significantly reduce phishing and fake websites.
- Sectoral growth: industries such as healthcare, finance, and luxury are expected to adopt gTLDs aggressively.
- Digital transformation: gTLDs will interact with AI, blockchain, and Web3, shaping future digital identities.
FAQ – New gTLDs and Domain Name Strategy
What is a gTLD?
A generic Top-Level Domain (gTLD) is an extension such as .com, .shop, or .brand.
Why should I apply for a gTLD?
To strengthen your brand’s online identity, secure your assets, and gain full control over your namespace.
What is the timeline?
ICANN is preparing the next round; the timeline is expected to be announced soon. Businesses must start preparing their applications in advance.
How much does it cost?
The cost includes ICANN application fees, technical provider expenses, and legal advisory services.
What if I don’t apply for a gTLD?
You can still protect your brand with a defensive strategy and enforce your rights through UDRP, URS, or national ADR mechanisms.
Conclusion: Anticipate Your Domain Strategy Now
Domain names are no longer just online addresses – they are long-term strategic assets. The upcoming ICANN gTLD round presents a unique opportunity for forward-thinking companies.
By partnering with Dreyfus, you gain access to international expertise and full-service support to prepare, file, and protect your gTLD applications.
Contact our team today to schedule a portfolio audit and start building your gTLD strategy.
