.boehringer

Status:	Proposed
Registry Provider:	Afilias
Type:	Brand TLD
Priority #:	1276 - Boehringer Ingelheim Pharma
More information:

.boehringer is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Boehringer Ingelheim Pharma GmbH & Co. KG.

Application Details

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

"oehringer Ingelheim is a research-driven group of companies dedicated to researching and developing, manufacturing, and marketing pharmaceuticals that improve health and quality of life.

Its businesses are Human Pharmaceuticals, Animal Health, Biopharmaceuticals and Chemicals. It focuses on innovative drugs and treatments that represent major therapeutic advances.

Excellence in innovation and technology guides its actions in all areas. The company’s products have long been highly successful in the treatment of respiratory, cardiovascular, central nervous system, urological and infectious disorders. In addition, the company has successfully advanced its research in, amongst others, thromboembolic, cardio-metabolic, and oncological diseases.

Boehringer Ingelheim has more than 42,000 employees in 145 affiliated companies, and operates global networks of research and development (R&D) facilities at seven sites and 20 production sites in 13 countries.

Corporate headquarters are in Ingelheim, the same German town where the family-owned company was founded in 1885.

The objectives and beliefs of Boehringer Ingelheim can be summed up in a single phrase: Value through Innovation. This vision has helped the company build on its strengths and make the most of its distinctive character. In a competitive and fast-changing world, the value of products, services and companies is constantly changing. Today, real customer value can only be created by constantly developing new solutions and by building upon Boehringer Ingelheim’s core principles. .

18.1.2 Describe the mission⁄purpose of your proposed gTLD

The intended mission and purpose of the .boehringer gTLD is to serve as a trusted namespace for the benefit of Boehringer Ingelheim, its affiliated companies, Boehringer Ingelheim’s customers, the healthcare community and other Internet users.

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. .boehringer is intended to become one of those .BRAND gTLDs, with the goal of protecting and enhancing Boehringer Ingelheim’s online presence and identity, expanding its marketing and promotion efforts, and potentially providing a secure channel for its products and services, among other uses.

Boehringer Ingelheim intends to initially use the .boehringer gTLD exclusively for corporate use. After the first few years of operation, and after analyzing the effect of new gTLDs on consumer behavior in the digital realm, Boehringer Ingelheim may evaluate whether opportunities exist to carry out the business strategy for the gTLD through expansion that continues the sustainable operations of the registry through registrations to parties other than Boehringer Ingelheim, such as licensees, alliance partners or customers."