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A '''Brand TLD''' is an innovative type of [[TLD|top level domain name]] (TLD) that is made possible through the implementation of [[ICANN]]'s [[new gTLD Program]]. A Brand TLD provides the opportunity for branded corporations to use their corporate name as their website's top-level identifier instead of using a more traditional [[.com]] or [[.biz]] domain space. For example, [[Apple]] Inc, may use www.iPhone.apple instead of www.iPhone.com. In an interview, former [[ICANN CEO]] [[Rod Beckstrom]] explained that the .brand domain is just like a logo change and a new marketing strategy for companies.<ref>[http://www.brandchannel.com/home/post/2011/10/21/gTLD-Dot-Branding-Deloitte-Canon-Motorola-102111.aspx Deloitte, Canon and Motorola Nab Dotbrand Web Addresses]</ref>  

A '''Brand TLD''' is an innovative type of [[TLD|top level domain name]] (TLD) that is made possible through the implementation of [[ICANN]]'s [[new gTLD Program]]. A Brand TLD provides the opportunity for branded corporations to use their corporate name as their website's top-level identifier instead of using a more traditional [[.com]] or [[.biz]] domain space. For example, [[Apple]] Inc, may use www.iPhone.apple instead of www.iPhone.com. In an interview, former [[ICANN CEO]] [[Rod Beckstrom]] explained that the .Brand TLD is just like a logo change and a new marketing strategy for companies.<ref>[http://www.brandchannel.com/home/post/2011/10/21/gTLD-Dot-Branding-Deloitte-Canon-Motorola-102111.aspx Deloitte, Canon and Motorola Nab Dotbrand Web Addresses]</ref>  

'''Brands represent 34% of the applied for 1,930 applications; a total of 664 brand applications were submitted to ICANN'''<ref>[http://news.dot-nxt.com/gtld/all/infographic Infographic, News.Dot-Nxt.com]</ref><ref>[https://www.markmonitor.com/mmblog/brand-applications-account-for-one-third-of-all-new-gtld-applications/ Brand Applications Account For One Third Of All New gTLD Applications, MarkMonitor.com]</ref>

'''Brands represent 34% of the applied for 1,930 applications; a total of 664 brand applications were submitted to ICANN'''<ref>[http://news.dot-nxt.com/gtld/all/infographic Infographic, News.Dot-Nxt.com]</ref><ref>[https://www.markmonitor.com/mmblog/brand-applications-account-for-one-third-of-all-new-gtld-applications/ Brand Applications Account For One Third Of All New gTLD Applications, MarkMonitor.com]</ref>

The [[CADNA|Coalition Against Domain Name Abuse]] (CADNA), a group of brand owners and trademark owners, said, "One of the biggest responses we have heard from brands is that they feel as if their backs are up against a wall.The fact that ICANN has only offered one opportunity to apply for new gTLDs has created a sense of chaos among brands, who feel as though ICANN is forcing them into making a 'now or never' decision that could impact both them and their consumers. Knowing that they will have the opportunity to apply again after having the chance to see if new gTLDs become valuable will go a long way toward relieving that anxiety." This particularly references the fact that ICANN's program has been introduced without any binding commitment to a second round at a particular time. The [[ICANN Board]] subsequently committed to holding further TLD expansion rounds, though a timeframe was not provided.

The [[CADNA|Coalition Against Domain Name Abuse]] (CADNA), a group of brand owners and trademark owners, said, "One of the biggest responses we have heard from brands is that they feel as if their backs are up against a wall.The fact that ICANN has only offered one opportunity to apply for new gTLDs has created a sense of chaos among brands, who feel as though ICANN is forcing them into making a 'now or never' decision that could impact both them and their consumers. Knowing that they will have the opportunity to apply again after having the chance to see if new gTLDs become valuable will go a long way toward relieving that anxiety." This particularly references the fact that ICANN's program has been introduced without any binding commitment to a second round at a particular time. The [[ICANN Board]] subsequently committed to holding further TLD expansion rounds, though a timeframe was not provided.

== Initial Speculation on Demand for Brand TLDs==

== Initial Speculation on Demand for Brand TLDs==

In August 2013, The US Patent and Trademark Office proposed new changes to its Trademark rules, making it possible for domain registries to get trademarks on gTLDs. However, the rules and requirements for getting a trademark on a TLD seems to limit trademarks to brand TLDs. Furthermore, single-registrant Brand TLDs might be excluded. This is because one of the requirements is that the TLD be primarily a service to others instead of to the applicant alone. This makes registering a US Trademark for a Brand TLD difficult for many applicants who are planning on being the Registry and the sole registrant, at least at first.<ref>[http://domainincite.com/14139-new-us-trademark-rules-likely-to-exclude-many-dot-brand-gtlds New US Trademark Rules, Domain Incite] Retrieved 4 Oct 2013</ref>

In August 2013, The US Patent and Trademark Office proposed new changes to its Trademark rules, making it possible for domain registries to get trademarks on gTLDs. However, the rules and requirements for getting a trademark on a TLD seems to limit trademarks to brand TLDs. Furthermore, single-registrant Brand TLDs might be excluded. This is because one of the requirements is that the TLD be primarily a service to others instead of to the applicant alone. This makes registering a US Trademark for a Brand TLD difficult for many applicants who are planning on being the Registry and the sole registrant, at least at first.<ref>[http://domainincite.com/14139-new-us-trademark-rules-likely-to-exclude-many-dot-brand-gtlds New US Trademark Rules, Domain Incite] Retrieved 4 Oct 2013</ref>

==Addendum to Registry Agreement==

==Amendments to Registry Agreement for Brand TLDs - Specification 13==

In early December 2013, [[ICANN]] drafted a proposal called "Specification 13", which is a proposed addendum to ICANN's [[Registry Agreement]], the contract that is signed between Registries and ICANN. Specification 13 would define a Brand TLD officially by ICANN for the first time, with a few key specifications:

In early December 2013, [[ICANN]] drafted a proposal called "Specification 13" as an addendum to ICANN's [[Registry Agreement]], the contract that is signed between Registries and ICANN. Specification 13 defined a Brand TLD and created specifications for applicants:

* Brand TLDs would be seen as identical to a registered trademark.

* The TLD application must use a string identical to a registered trademark of the Registry Operator and must include proof of such registration.

* All domain names registered must be owned by the Registry and its owned businesses.

* All domain names registered must be owned by the Registry Operator and its owned businesses.

The addendum is posted for public comment until January 2014.<ref>[http://www.circleid.com/posts/20131208_brand_tlds_become_official/ Brand TLDs Become Official, CircleID] Retrieved 09 Dec 2013</ref>

* The string cannot be a [[Generic String]] under the definition in Specification 11(d).

The addendum was posted for public comment until January 2014.<ref>[http://www.circleid.com/posts/20131208_brand_tlds_become_official/ Brand TLDs Become Official, CircleID] Retrieved 09 Dec 2013</ref> On April 14, 2014, ICANN adopted the language of Specification 13 for use in all Registry Agreements governing .Brand TLDs.<ref>[https://newgtlds.icann.org/en/announcements-and-media/announcement-14apr14-en/ ICANN Publishes Process to Qualify for Specification 13 to the New gTLD Registry Agreement, April 14, 2014</ref> The most recent version of Specification 13's language is [https://newgtlds.icann.org/sites/default/files/agreements/agreement-approved-specification-13-31jul17-en.pdf available in PDF form.]<ref> [https://newgtlds.icann.org/en/applicants/agb/base-agreement-contracting/specification-13-applications Applications to Qualify for Specification 13 to the Registry Agreement, ICANN]</ref>

==References==

==References==

[[Category:Glossary]]

[[Category:TLD]]