The Internet Corporation for Assigned Names and Numbers (ICANN) is set to open applications for "dotBrand" generic top-level domains (gTLDs) beginning April 30, 2026. This marks the first opportunity since 2012 for organizations to apply for such domains. A .Brand domain enables a company to register its trademark as a domain suffix, allowing the brand name to be used as a standalone web address, rather than competing for space under .com or other existing domains.
Major global brands such as Nike, Google, and Toyota have already adopted .Brand domains to strengthen brand visibility and foster consumer trust. According to ICANN’s 2025 Report on gTLDs for Brands, these domains can also enhance security and credibility in a digital environment where many users remain cautious about online sources.
For organizations considering a .Brand domain, the process involves several critical steps. The initial application requires comprehensive information about the organization, including financial data and proof of trademark rights. A trademark registration is typically necessary, though ICANN accepts legal documentation that serves as an equivalent to a formal registration if a formal one is not available.
Organizations must also submit a Signed Mark Data (SMD) file from the Trademark Clearinghouse. This file acts as a digital token confirming the trademark holder’s rights in the mark that forms the basis of the .Brand domain.
Selecting a Registry Service Provider, such as Verisign or CentralNic, is another essential step. These providers manage the technical operations of the domain name. It is recommended to initiate discussions with these entities early in the preparation process.
Owning a .Brand TLD represents a significant, long-term financial commitment. The application fee alone is $227,000. Additional expenses include legal and vendor fees during the application process, as well as ongoing management and operational costs. The yearly ICANN maintenance fee is $25,800, making this investment potentially out of reach for many organizations.
The anticipated launch of the .Brand TLD is expected in June 2030. This means applicants must prepare for an extended application process alongside the substantial financial burden. By 2030, TLDs are likely to be even more diverse, offering greater defensive benefits and brand recognition for a .Branddomain.
The timeline for the .Brand TLD application is as follows:
- April 30, 2026: Application window opens.
- August 12, 2026: Application window closes.
- August 19, 2026: Payment of $227,000 is due.
- November 2026: ICANN will publish all qualifying applications on "Reveal Day." Applicants who submitted a backup domain will have the opportunity to select their backup to avoid conflicts with other applicants.
- November 2026 to June 2030: ICANN’s guidebook for the application process exceeds 400 pages. This period includes third-party objections, competing applications, and registry agreements, leading to the expected launch of approved domains around June 2030.
Trademark, legal, and infringement considerations are vital for organizations pursuing a .Brand domain. ICANN will publish a list of applied-for .Brands on "Reveal Day" in November 2026. Existing trademark holders can review this list and object to .Brands that infringe on their rights through a Legal Rights Objection. WIPO will adjudicate these objections, with a filing fee of $10,000 for a single-person panel.
In the 2012 round, WIPO resolved approximately 70 Legal Rights Objections. Most objections were rejected where both parties held valid trademark rights, and objections succeeded only when the .Brand application lacked genuine rights or involved bad faith.
If brand protection is a priority, it is important to schedule a Reveal Day review to identify any .Brand applications that may conflict with your organization’s trademarks. Services like IP Defender monitor filings across national trademark databases, which can help detect conflicts early.