.jnj

Status:	Proposed
Registry Provider:	Neustar
Type:	Brand TLD
Priority #:	1379 - Johnson & Johnson Services, Inc.
More information:

.jnj is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Johnson & Johnson Services, Inc.

Application Details

The following is excerpted from the applicant's response to question #18:

"Johnson & Johnson is a global leader engaged in the research, development, manufacture and sale of a broad range of products and services in the healthcare field. Johnson & Johnson, founded in 1886, had sales totaling over $65 billion in 2011. Johnson & Johnson’s common stock has been traded on the New York Stock Exchange since 1944 under the symbol JNJ. Headquartered in New Brunswick, New Jersey, Johnson & Johnson has more than 250 operating companies conducting business in virtually all countries of the world, and employs approximately 118,000 people. Its products can be purchased worldwide and its content is accessible in multiple TLDs, including the .COM gTLD and .CN, .JP, .MX, and .UK ccTLDs.

Johnson & Johnson operates via the following channels:

-MEDICAL DEVICES AND DIAGNOSTICS -PHARMACEUTICALS -CONSUMER HEALTH CARE

The potential use of the .JNJ gTLD by these or other business segments will also be driven by Johnson & Johnson’s future business strategies as identified in its annual report and investor filings. See http:⁄⁄www.investor.jnj.com⁄annual-reports.cfm.

The intended future mission and purpose of the .JNJ gTLD is to serve as a trusted, hierarchical, and intuitive namespace provided by Johnson & Johnson and its qualified subsidiaries and affiliates, for its consumers.

Johnson & Johnson is referred to and known to global consumers, professionals, news agencies, and investors as JNJ, one of the oldest and most widely used symbols used to indicate its corporate origin and association with Johnson & Johnson. Johnson & Johnson and its affiliates also own over 100 global trademark registrations for JNJ for a large range of products and services related to the healthcare field.

In 2011, Interbrand ranked the Johnson & Johnson brand as one of the top 100 brands in the world, with an estimated value of over $4 billion. The preservation of this iconic brand is of paramount importance to Johnson & Johnson in all aspects of its operations, including and especially, in the Internet and digital commerce. Operating the JNJ brand as a gTLD will be an important part of its digital strategy in the future.

Recognizing the potential dynamic evolution of the .JNJ gTLD as a trusted brand namespace, Johnson & Johnson has decided to use a wholly-owned subsidiary, Johnson & Johnson Services, Inc. (“JJSI”), as the entity to file this application and bring the .JNJ gTLD to market. JJSI is fully authorized to use the JNJ trademark by Johnson & Johnson. Although JJSI is committed to moving forward with the .JNJ gTLD application, it has not, at the time of filing this application, been able to fully vet and analyze all potential use case options.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current gTLD application round, it is widely anticipated in the brand owner community that this will become a specialty subset of gTLDs. .JNJ is intended to be one of those .BRAND gTLDs, with the goal of protecting Johnson & Johnson’s online presence and identity, expanding its marketing and promotion efforts, providing a secure channel for online products and services, and offering a platform through which to consolidate many of the intellectual property activities of Johnson & Johnson.

JJSI intends to initially limit the registration and use of domain names within .JNJ to Johnson & Johnson and its qualified subsidiaries and affiliates. This initial limited use will allow JJSI to establish its operations and achieve full sustainability. This limited distribution, coupled with the other requirements set forth in Specification 9 of the template Registry Agreement, is intended to exempt JJSI from its annual Code of Conduct Compliance requirements."