What is a dotBrand gTLD?
A dotBrand is a generic top-level domain that utilizes a brand’s trademark as the part of the domain name that is to the right-of-the-dot instead of, for example, “.com” or “.org.” The image below depicts what dotBrands look like in practice, whether they be public-facing or for internal use only. DotBrands are defined in what’s known as Specification 13 or “Spec 13” of ICANN’s Registry Agreement, something we’ll discuss in more detail when reviewing the history of dotBrand gTLDs.
Brief History of dotBrand gTLDs
The most recent round of TLD expansion came via ICANN’s New gTLD Program which launched in 2012. However, the broader concept of ‘restricted’ gTLDs — that some TLDs cannot be registerable by the general public — was not unique to the New gTLD Program. The idea of restricted TLDs has been around since the beginning of top-level domains, as evidenced by “.mil” and “.gov,” both having domains registered for the first time in 1985 and open only to members of the U.S. military or government, respectively. A dotBrand gTLD tightened this ‘restricted’ concept to a very ‘closed’ registrant class, the trademark holder of a specific brand, its affiliates, or its trademark licensees. To learn more about the concepts of open vs. restricted vs. closed gTLDs, read my article, “New gTLDs 101: What’s Your Type?” in Markmonitor’s Q1 2025 New gTLD Report.
While DotBrand gTLDs as we understand them today were birthed in the 2012 round, their technical definition (from what became known as Specification 13 to ICANN’s Registry Agreement) was not finalized for release until 2014, after the 2012 application period had closed.
What is Specification 13?
You may encounter dotBrand gTLDs being referred to as “dotBrand gTLDs,” “brand TLDs,” “.Brand TLDs,” or “Spec 13 TLDs,” i.e., TLDs that “qualify for Specification 13 to the New gTLD Registry Agreement” and those requirements are that:
The TLD string is identical to the textual elements protectable under applicable law, of a registered trademark valid under applicable law;
Only Registry Operator, its Affiliates or Trademark Licensees are registrants of domain names in the TLD and control the DNS records associated with domain names at any level in the TLD;
The TLD is not a Generic String TLD (as defined in Specification 11);
Registry Operator has provided ICANN with an accurate and complete copy of such trademark registration.
Specification 13 also details what may occur “if at any time ICANN determines, in its reasonable discretion, that the [g]TLD no longer qualifies as a [dot]Brand TLD.” A dotBrand gTLD designation may be revoked if the Registry Operator, in this case, the brand owner, does not meet its obligations.
What Does That Mean for You if You Are Interested in Applying for a dotBrand gTLD?
To apply for a dotBrand, the term or “string” (the part of the domain that is to the “right-of-the-dot”) applied for must be actively trademarked. Additionally, you must maintain an active Trademark Clearinghouse (TMCH) submission for that trademark. The term cannot be a “generic string” (think of a generic string as a standard dictionary word). The dotBrand TLD, if approved, can only be owned by a brand holder for their own use (whether for internal purposes or public-facing websites), by its affiliates, or by its trademark licensees.
Why Apply for a dotBrand gTLD?
Owning and operating a dotBrand gTLD is owning and operating a secure online space for your brand. With it, you determine the structure — the subdomains, the use cases — and control entry to the property. Since the brand owner is the Registry Operator for the gTLD, the risk of domain hijacking or theft is entirely removed. Utilizing tools such as the HSTS Preload list and PSD DMARC ensures security at the TLD level is maintained everywhere your dotBrand is used — from on-site to emails.
The marketing potential for dotBrand gTLDs is incomparable — your organization can create domains or subdomains as needed for marketing campaigns instead of navigating high-dollar acquisitions of previously registered domains, like with premium, aftermarket .com sales. Moreover, you won’t have to worry about a domain you need and want being unavailable. Couple that with the marketing power of reinforcing your brand name in every domain you use, and you’ve got a winning gTLD at the ready.
Leveraging a dotBrand gTLD also reinforces your credibility with customers and prospects as they’ll no longer have to worry about whether a domain is legitimate or a scam. They know your good name already — using a dotBrand domain supports your brand’s authenticity — furthering that connection and goodwill.
DotBrands can be used in various ways: product launches, customer support email addresses, e-commerce, marketing campaigns, internal operations, or for localized content. For the latter, you can easily create a domain like, “fr.YourBrandName” to connect with your French audience if you don’t otherwise meet the requirements to register a .fr TLD.
DotBrand Timeline: The Countdown to 2026
If you are considering applying for a dotBrand gTLD it’s important that you start making your plans now. There are legal, financial, accounting, and intellectual property (IP) considerations to be made when preparing to apply for a dotBrand, and many ways to approach them. In fact, in the 2012 round, some brands chose to create holding companies or specific entities just for the purpose of applying. Crews Gore, President of the Brand Registry Group, speaks to those considerations in more detail in this webinar.
Markmonitor is here to help consult and guide you through your dotBrand application toward a successful launch, so don’t hesitate to contact us to discuss your specific use case in more detail.
DotBrand Application Fee and ICANN’s Next Steps
The dotBrand ICANN application fee has been set at $227,000 USD. Note that this is only the application fee, and there is the potential for additional fees.
The ICANN community is continuing the implementation of policy work surrounding dotBrand gTLDs and the New gTLD Program. The next public meeting is the ICANN82 Community Forum in March 2025 in Seattle, Washington, USA. I’ll be in attendance at that meeting and will provide updates after the event. As it stands, the Applicant Guidebook, which dictates the rules and requirements of the next round, should be complete by December 2025, and the application period is expected to open in Q2 2026.
What Should You Be Doing Now to Prepare a Successful dotBrand Application?
To ensure a successful application and launch, brand owners should begin their consultative work now — speak to an expert, define their budget, explore use cases, and lock in their service package. Then, in late Q1/early Q2 2026, it will be time to craft a winning application — build detailed responses, gather all required information and materials, and ensure all stakeholders are aligned.
ICANN’s application window for dotBrand gTLDs will only be open for 12-15 weeks, and there’s no telling when the following round will open, so it’s important that you make that window. Submitting a timely and thorough application is the best way to maximize your chances of approval.
If approved, you will likely be able to utilize your dotBrand in 2027-2029 after completing the testing and delegation of your gTLD and navigating the final launch steps.
Markmonitor offers a comprehensive suite of services, including consultation, to help you navigate this process successfully.
