When ICANN last opened the application window for new gTLDs in 2012, many companies applied for so-called “Brand TLDs” — domain extensions like .google, .barclays, and .bnpparibas. While the program allowed such applications, ICANN had no formal framework to recognize or treat them differently. Instead, companies had to adapt to a one-size-fits-all process designed primarily for open registries.
However, under the influence of what is now known as the Brand Registry Group, ICANN allowed for the addition of a so-called “Specification 13” to the Registry Agreement that it concluded with these dotBrands. This Specification 13 sets a number of requirements and conditions for brand owners who want to reflect their brand at the top-level domain of the internet’s infrastructure.
This official recognition of dotBrands is now also taken up in the latest release of ICANN’s draft Applicant Guidebook (AGB) in May of 2025. This is a significant enhancement, giving companies more predictability and a defined contractual pathway for operating their own registry.
A Brand TLD is a top-level domain operated by a company for its exclusive use. Unlike open registries (e.g., .shop), where anyone can register a name, Brand TLDs are restricted to the brand owner and its affiliates or licensees.
Examples include:
• .google — used by Google to streamline services and enhance security.
• .barclays — creating a trusted financial namespace.
• .bmw — aligning digital presence with brand identity.
For brand owners, a TLD can strengthen trust, simplify navigation, and create a secure ecosystem for customers and partners.
The draft AGB incorporates Specification 13 into the application process, codifying what it means to operate a Brand TLD. To qualify, applicants must confirm:
• A valid SMD file from the Trademark Clearinghouse, plus a trademark registration that forms the basis for Brand TLD eligibility;
• The applied-for TLD is not a generic string (e.g., .book would not qualify as a Brand TLD);
• Restricted registration policies — only the registry operator, its affiliates, or trademark licensees may register names;
• A commitment to annual certification with ICANN confirming ongoing eligibility.
This recognition gives applicants a clearer pathway and removes much of the ambiguity from 2012.
Even with the Brand TLD designation, applicants must also meet broader requirements applicable to every TLD application:
1. Disclosure of Key Individuals
Applications must now include detailed disclosures:
• Directors: Full legal name, date/country of birth, and permanent residence.
• Officers/Partners: Full legal name, year of birth, and permanent residence.
• Material Shareholders: Full name and contact details for any entity holding ≥15% ownership.
For large corporations — particularly those that are publicly traded — this level of disclosure may raise internal concerns.
2. Corporate Documentation
Applicants must submit foundational corporate documents such as articles of incorporation, bylaws, or equivalent governance instruments. For multinationals, producing these in a format suitable for ICANN may be cumbersome.
3. Financial Projections
• Publicly traded companies: Simplified requirements — a three-year forecast of domains under management;
• Privately held companies: More burdensome projections, including funding sources and cash flow models.
This requirement may feel misaligned for Brand TLDs, which typically do not operate as revenue-generating registries. Still, ICANN expects applicants to demonstrate their ability to sustain registry operations.
For companies considering a Brand TLD, these changes bring both clarity and new challenges:
• Clarity: You can now declare a Brand TLD upfront, with rules designed specifically for brand operators;
• Challenge: Disclosure and financial requirements are stricter than before, requiring preparation across legal, corporate, and finance teams;
• Opportunity: A Brand TLD provides unprecedented control over your digital identity — from reducing phishing risks to creating secure customer experiences.
The key takeaway? A Brand TLD is no longer just an experimental idea. It’s a defined option with a clear regulatory pathway.
At Pitch, we’ve supported over 100 clients through the gTLD process — including many of the first wave of Brand TLDs in 2012. With ICANN’s new framework, we help companies:
• Assess Eligibility: Reviewing trademarks, potential strings, and Specification 13 compliance;
• Prepare Applications: Using our SaaS platform to streamline responses to 200+ questions with multilingual support and built-in compliance logic;
• Legal & Strategic Review: Ensuring applications align with ICANN requirements and broader brand strategy;
• Risk Mitigation: Identifying potential conflicts (e.g., string contention) and advising on dispute resolution mechanisms;
• Long-Term Planning: Advising on how a Brand TLD can be integrated into marketing, customer trust, and brand protection strategies.
Whether you need an end-to-end partner or a targeted review, we bring together decades of domain industry experience with the legal rigor required for a successful application.
The recognition of Brand TLDs in the draft AGB is one of the most important developments for corporate applicants since the launch of the new gTLD program. For brand owners, it represents a chance to secure a trusted, exclusive namespace at the very top of the Internet.
But success depends on careful planning, cross-functional collaboration, and compliance with ICANN’s expanded requirements.
At Pitch, we provide the tools and expertise to help companies turn this opportunity into reality.
Contact us today to explore whether a Brand TLD is right for your company and how we can help you prepare for the 2026 application round.
%402x.svg){kind=icon}
%402x.svg){kind=small}
%402x.svg){kind=icon}
