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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|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>
'''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.
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.
'''[[New gTLD Brand Applications|See All New Brand TLD Applications]]'''
<big>'''[[New gTLD Brand Applications|See All New Brand TLD Applications]]'''</big>
===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>
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.
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 [[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 onDemand for Brand TLDs==
In May 2013, [[FairWinds Partners]] submitted public comments to ICANN on behalf of 16 brand owners advocating for a second template draft new [[TLD]] [[Registry Agreement]] that recognized the unique requirements of branded TLDs. It was argued that creating a standard contract for them would speed up the contracting process and help introduce new business models to the domain name space more quickly.<ref>[http://www.fairwindspartners.com/Our-Resources/FairWinds-in-the-Press/2013/Brand-Owners-Continue-Push-for-Separate-Contract-for-Brand-New-Top-Level-Domains/ Brand Owners continue push for separate contract for brand new top level domains] FairWinds website, Published May 22 2013 & retrieved 3rd December 2014.</ref>
== Initial Speculation on Demand for Brand TLDs==
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>
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>
These predictions were proven wrong on "reveal day", when ICANN disclosed that it had recieved 1,930 applications and that 34%, or 664, were submitted by brand applicants.<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>
These predictions were proven wrong on "reveal day", when ICANN disclosed that it had recieved 1,930 applications and that 34%, or 664, were submitted by brand applicants.<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>
==Changes to US Trademark Rules==
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==
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:
* Brand TLDs would be seen as identical to a registered trademark.
* All domain names registered must be owned by the Registry 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>
==References==
==References==
[[Category:Glossary]]
[[Category:Glossary]]