DotBrands: Own your digital namespace with a Brand TLD

Turn your brand into the destination. Your dotBrand (your own brand new generic Top Level Domain Name) gives you a private, authenticated namespace across all your products, offerings, regions and teams.  

Unlike generic top level domain names like .com and country extensions like .uk, .us and .eu, a dotBrand is exclusive to you – so customers instantly know they’re in the right place.

The first round of new gTLDs took place in 2012, introducing a limited set of strings and dot-brands. Now, ICANN’s second round of the New gTLD program is underway, presenting a rare opportunity for your brand to secure a unique online identity.”

What is a New gTLD?

A new gTLD (generic Top-Level Domain) is a modern domain extension like .tech, .app, or .shop that enhances brand visibility and keyword relevance in search

What is a dotBrand or Brand TLD?

A dotBrand TLD is a custom domain ending, such as .google or .nike, used exclusively by your organisation to strengthen brand identity, trust, and digital authority online. 

Some examples of active dotBrands include:  

• Microsoft – https://cloud.microsoft 

• Sky – https://skygroup.sky 

• Zara – https://go.zara  

• AWS – https://calculator.aws  

• Amazon – https://sidewalk.amazon  

A complete list of Brand TLDs from Round 1 of ICANN’s New gTLD program can be found here. 

How can you benefit from your dotBrand TLD?

• Security & trust by design
  Only you can create names in your TLD. Enforce DNSSEC, HSTS and TLS everywhere to cut out look-alike phishing and rogue subdomains. 

• Memorable, on-brand journeys
  Launch short, intuitive URLs like home.mybrand, pay.mybrand or help.mybrand. 

• Speed up your Marketing and Branding efforts
  Spin up campaign or feature URLs in minutes – no availability checks or aftermarket premiums.

• Secure Infrastructure Hosting
  Host your infrastructure on your own TLD that you control, from end-to-end, to reduce risk.

• Global consistency
  One policy, one naming system, all markets. Easier compliance and cleaner analytics. 

• Lower risk & cost
  Reduce defensive registrations and simplify portfolio management. 

• Build a Legacy
  Your dotBrand can make you stand out from competition and give you a long-term boost in branding. 

Why Com Laude for your Brand TLD?

We’ve helped more brand owners succeed with dotBrands than anyone else. In the first round, our team advised on ~20% of all dot brand applications, and 73 of those achieved perfect 100% evaluator scores 

Com Laude’s end-to-end offerings for dotBrands includes:

• Feasibility & Landscape Report
  Value modelling, use-case design, risk assessment, internal governance.  

• Application Management, Drafting and Submission
  Guidance through the entire application process up to the activation and launch of your dotBrand 

• Ongoing Operations & Compliance
  Registrar Services, ICANN governance, compliance with your ICANN Contract, reporting & analytics. 

Ready to secure your dotBrand? Let’s Chat!

Round 2 of the ICANN New gTLD Program is expected to open in April 2026. Com Laude is currently working with leading global brands to build business cases, governance models and technical plans so they can apply with confidence. 

Speak with our experts to assess eligibility, build your application plan and map impactful use cases for your Brand TLD. We’ll guide and support you from the initial business case to LIVE registry operations. 

For an introductory chat on whether your dotBrand will add value to your business, contact us today.