Brand TLD: Difference between revisions
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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|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> '''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> | 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|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> '''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> | ||
A Brand TLD is not a separate category of TLD such as [[GeoTLD]] or [[Community TLD]] as defined by the Applicant Guidebook. Some speculate that ICANN may formalize the rules for a Brand TLD in any future TLD expansion round. | |||
===Potential Benefits of a Brand TLD=== | ===Potential Benefits of a Brand TLD=== | ||
Some of the potential benefits of operating a Brand gTLD [[registry]], include:<ref>[http://www.newgtldsite.com/dot-brand-gtlds/ Benefits of Operating a dot.BRAND gTLD]</ref> | Some of the potential benefits of operating a Brand gTLD [[registry]], include:<ref>[http://www.newgtldsite.com/dot-brand-gtlds/ Benefits of Operating a dot.BRAND gTLD]</ref> | ||
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==Reactions to Brand TLDs== | ==Reactions to Brand TLDs== | ||
Companies and organizations have had varied reactions to brand TLDs. According to domain analysts, companies that will apply for a Brand TLD | Companies and organizations have had varied reactions to brand TLDs. According to domain analysts, companies that will apply for a Brand TLD fall under one of these groups:<ref>[http://domainnamewire.com/2011/06/29/short-application-period-spurs-artificial-demand-for-brand-tlds/ Short Application Period Spurs Artificial Demand for .Brand TLDs]</ref> | ||
# Companies or organizations with specific plans and ideas on how to use .brand TLD to increase their profit. | # Companies or organizations with specific plans and ideas on how to use .brand TLD to increase their profit. | ||
# Companies or organizations that are registering for [[Defensive Registration|defensive purposes]] and believe that the current TLD protection is insufficient. | # Companies or organizations that are registering for [[Defensive Registration|defensive purposes]] and believe that the current TLD protection is insufficient. | ||
# Companies or organizations that do not want to be left behind and miss the opportunity offered by the brand TLD although they are still puzzled on how to operate their own TLD registry. | # Companies or organizations that do not want to be left behind and miss the opportunity offered by the brand TLD although they are still puzzled on how to operate their own TLD registry. | ||
[[Deloitte]], [[Canon]], [[Hitachi]], [[Motorola]] and [[UNICEF]] | [[Deloitte]], [[Canon]], [[Hitachi]], [[Motorola]] and [[UNICEF]] were some of the first groups to have expressed their enthusiasm to apply for their own .brand TLD to enhance their SEO strategy and security against cyber attacks. Canon emphasized that the program provides the company with the opportunity to "increase the convenience and effectiveness of its online communications." <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> <ref>[http://www.ebrandservices.com/news/canon-first-multinational.html Canon first multinational to publicly announce desire for gTLD]</ref> | ||
On the other hand, [[Gary Elliot]], Chairman of the [[ANA|Association of National Advertisers]] (ANA) said companies like Procter and Gamble and [[HP]] are not interested | On the other hand, [[Gary Elliot]], Chairman of the [[ANA|Association of National Advertisers]] (ANA) said companies like Procter and Gamble and [[HP]] are not interested in applying for a .brand TLD because the costs involved are confusing and expensive. He estimated that companies will need to spend as much as $1.5 million to operate their own TLD registry. <ref>[http://www.bloomberg.com/news/2011-11-07/p-g-spurns-pampers-as-brands-balk-at-expanding-internet-names.html P&G Spurns .Pampers as Brands Balk at New Domains]</ref> <ref>[http://domainincite.com/companies-that-cant-apply-for-brand-gtlds-say-they-have-decided-not-to-apply-for-brand-gtlds/ Companies that can’t apply for .brand gTLDs say they have decided not to apply for .brand gTLDs]</ref> | ||
Following the approval of the [[New gTLD Program|ICANN new TLD program]], ANA and its spin-off organization, the [[CRIDO|Coalition for Responsible Domain Oversight]] (CRIDO) actively opposed the implementation of new TLDs, with obvious emphasis on brand TLDs. The group argued that the program is costly, and harmful to brand owners and consumers.<ref>[http://www.ana.net/content/show/id/crido ANA/CRIDO Website]</ref> The groups were successful in securing U.S. Congressional hearings to review ICANN's new gTLD Program, though afterwards the program continued on as planned. | |||
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 [[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 onDemand for Brand TLDs== | ||
Based on a survey conducted by World Trademark Review magazine, nearly 50 percent of brand conscious companies responded that they | Based on a survey conducted by World Trademark Review magazine, nearly 50 percent of brand conscious companies responded that they were open to the idea of applying for their brand TLD. The result of the survey corresponds to an earlier estimate of ICANN that the number of applicants will range between 100 to 200.<ref>[http://domainincite.com/survey-reveals-demand-for-brand-tlds/ Survey reveals demand for .brand TLDs]</ref> | ||
On the other hand, [[ARI Registry Services]] analysis indicated that ICANN | On the other hand, [[ARI Registry Services]] analysis indicated that ICANN would receive as many as 1000 applications for TLDs, and they estimated that sixty percent will be Brand TLD applicants, 30 percent of the applicants will be entrepreneurs and the remaining 10 percent will be governments, organizations and [[GeoTLD|geo TLD]] applicants. According to [[Adrian Kinderis]] CEO of ARI Registry Services, "Analysis of more than 400 clients we've engaged with globally over the past year shows technology and finance companies in Asia Pacific and the US lead the pack.".<ref>[http://www.ariservices.com/news-12th_jan.php Technology and finance industries to dominate new domain applications]</ref> On January 30, 2012, ARI Registry Services reported that during the first week of the TLD applications the company experienced a strong demand of inquiries regarding their services and 21 clients already signed a contract with the company. According to Mr. Kinderis, the majority of the clients were Brand TLD applicants. In addition he said, ""Critics of the program have suggested there is little demand for new domains. However, from the results we have seen in the first week of applications, we can clearly see strong demand exists." <ref> | ||
[http://www.ariservices.com/news-ari_signs_21_contracts_in_the_first_week_of_applications.php ARI Registry Services signs 21 contracts in the first week of applications]</ref> | [http://www.ariservices.com/news-ari_signs_21_contracts_in_the_first_week_of_applications.php ARI Registry Services signs 21 contracts in the first week of applications]</ref> | ||