Introduction
The introduction of dotBrand top-level domains in 2012 created a major opportunity for organisations to strengthen digital identity and online brand security. The first ICANN new gTLD application round was a defining moment, answering the call of the community to expand choice whilst protecting the integrity and security of the domain name system. More than 1,900 individual applications for approximately 1,300 TLDs were submitted, with around 500 from organisations looking to own and operate their own digital namespace, now called a dotBrand TLD. Fourteen years later, over 47 million new gTLD and dotBrand domain names exist across nearly 1,250 new TLDs. That history matters because it shows both the scale of the opportunity and the importance of that decision to liberate the domain name space.
After fourteen years of debate, discussion and some disagreement, ICANN’s second application round opened in April 2026, and brands are once again evaluating whether a dotBrand TLD should be part of their digital strategy. The opportunity is not just about securing their brand. It is about building trust, improving control, and creating a namespace that can support enhanced customer experience, trust, security, and long-term brand management.
The Markmonitor Group and the Trademark Clearinghouse (TMCH) were key players in that first round bringing together registry, registrar and rights-protection expertise to help rightsholders navigate the complex ICANN process. This paper co-authored by them explains the strategic case for dotBrand ownership, the lessons from the first round, the requirements for the second round, and the practical steps involved in moving from trademark rights to a delegated and operational TLD. It is intended to help decision-makers understand both the upside and the commitment involved.
A dotBrand can be a powerful asset, but only if the organisation approaches it with clear objectives and a realistic operating model.
The strategic case for dotBrands TLDs
The new gTLD programme was originally created to expand the domain name system and encourage competition and innovation. In the early years of the internet, the namespace was limited and heavily concentrated around a small number of legacy extensions such as .com, .org, and .net. As online activity and digital engagement grew, so did the need for more flexible naming options. ICANN’s expansion of the DNS in 2012 opened the door for organisations to claim more strategic control over their digital presence.
The dotBrand model emerged in 2014 from the IP community as a specialised designation for trademark owners. It was formalised through the creation of Specification 13 of ICANN’s Registry Agreement, which was designed to meet the needs of brand owners that wanted exclusive use of their own string. In practical terms, a dotBrand gives the owner a closed namespace at the root of the internet. That means the organisation can control who uses it, what it is used for, and how it supports the wider business objectives.
The value of that control is often greater than the value of registration numbers, which is a key differentiator from commercial gTLDs. A dotBrand can improve trust because customers know the namespace is authentic and managed by the brand itself. It can improve consistency because all domains under the TLD follow a common structure and governance model. It can also reduce exposure to impersonation, typosquatting, and other forms of abuse that are harder to prevent in open namespaces.
For many organisations, the strategic appeal is that a dotBrand is not simply another domain. It is a digital platform. It can support product launches, customer communications and email, campaign hubs, service portals, and internal resources. It can also become a long-term trust anchor for the enterprise, particularly where brand reputation and digital safety are closely linked such as in Financial Services and Pharmaceutical industries.
Lessons from the first round
One of the biggest lessons from the 2012 round is that dotBrand success is correlated to having a compelling business case and project owner defined before the application is filed. Many early applicants were motivated by defensive reasons. They wanted to protect their trademarks, secure their names, and avoid leaving valuable strings open to others. Those reasons were valid, but they have not always translated into active post-delegation use.
As a result, some dotBrands remained underused after launch. In a few cases, the TLD was delegated but never properly integrated into the organisation’s digital roadmap. That created a gap between ownership and value creation. The second round gives brands the opportunity to avoid that mistake. The most successful applicants in the coming years as the TLDs are delegated are likely to be those that treat their dotBrand as part of a broader digital and brand strategy from the beginning.
Defined use cases contribute towards a compelling business case for the significant investment required for an application. A dotBrand can support a corporate homepage, an internal directory or whole infrastructure, a customer service domain, an innovation platform, or a dedicated campaign environment. It may also support future-facing initiatives such as authenticated communications, private ecosystems, or product-specific portals. The exact use case will vary by organisation, but the common thread is that the TLD should solve a real business problem or enable a meaningful strategic goal, even if that is simply the protection of intellectual property in the highly competitive digital space.
One final important lesson learnt from the first round is that internal alignment is critical. A dotBrand is not just a legal project or an IT project. It touches legal, brand, marketing, technology, security, procurement, and executive leadership. It has internal and external aspects. If the project is carried by only one internal sponsor, momentum can fade. Successful ownership requires cross-functional support, clear governance, and a shared view of why the TLD matters, especially as staff, and thus internal sponsors or champions may move to new roles, or new companies.
Why the second round is different
The 2026 round isn’t a rerun of the first. It is a second chance for organisations that were not ready in 2012, and for newer brands that did not exist or were still growing at that time. Fourteen years is a long time in digital terms. Consumer expectations have changed, digital interactions are now the norm, cybersecurity risks have increased, and brands now operate in a more complex online environment.
That complexity increases the relevance of a dotBrand application. The second round is time-bound, which means organisations have a finite window of just 15 weeks to assess, prepare, and submit their application. If a trademark owner does not apply, another party may seek, and very possibly obtain the same string. In some situations, that could create a confusing or even damaging outcome for the brand owner. While trademark law offers some protection, it does not automatically prevent another applicant from successfully owning and operating a matching TLD.
This makes early planning important. Brands with valuable trademarks, dictionary terms, or globally recognised names should treat the application window as a strategic decision point. Waiting until the last minute increases the risk of rushed filings, incomplete documentation, application answer mistakes, and weaker business cases. It also reduces the time available to align leadership and budget with the long-term obligations of registry operation.
The second round also reflects a more mature market. There is now a better understanding of what works and what does not in terms of digital engagement. There are more examples of active dotBrand use, more mature service provider options, and more awareness of the operational requirements involved. That should help applicants make better decisions, but it also raises the bar. Brand holders are expected to be clearer about why they want a TLD and how they will use it.
Trademark protection and the role of TMCH
Trademark rights are central to the dotBrand application process. The Trademark Clearinghouse (TMCH) exists to validate trademark records and support rights protection during new gTLD launches. For a dotBrand applicant, TMCH validation is mandatory because the Signed Mark Data (SMD) file is required as part of the application process. Without that file, the application cannot proceed as a dotBrand and will fail initial ICANN evaluation.
The TMCH does more than validate eligibility. It also provides an important layer of protection around new gTLD launches. Its Sunrise service gives verified rights holders priority access to register matching domain names before general availability. Its Claims service warns both registrants and rights holders when someone attempts to register a name that matches a verified trademark. Its ongoing notification services help brand owners monitor domain activity and respond to possible misuse.
These protections matter because brand abuse can happen very quickly in the domain space. Phishing, impersonation, and cybersquatting often rely on speed and confusion. The earlier a brand can detect misuse, the better its chances of limiting revenue and reputational damage. The TMCH helps support that early warning function and gives trademark owners a better foundation for taking action, whether through administrative complaints, legal notices, or other enforcement measures.
The SMD file is therefore more than a technical requirement of a TLD. It is the credential that links trademark rights to the dotBrand application itself. Because the TMCH validation process depends on accurate records and proof of use, brands should approach it carefully and use authorised agents, such as Markmonitor Group, who have significant experience in validating and submitting orders. Any issues with certificates, evidence, or documentation can create delays. That is why TMCH engagement should begin well before the application deadline rather than being left to the final stage of preparation.
Application requirements
ICANN’s Applicant Guidebook, fully updated and published in December 2025, sets out the rules for applying for a TLD, including the special requirements that apply to dotBrands. The guidebook covers eligibility, background screening, financial capability, technical capability, registry operations, objections, and post-delegation obligations. For dotBrand applicants, aside from being an incorporated entity, the key requirement is that they must show verified trademark rights and meet the additional conditions associated with Specification 13.
One of the important strengths of this framework is that it creates a structured process for all dotBrand applicants to follow. It is not enough to just own a trademark. Applicants must prove that the mark is valid, demonstrate use, and align the application with the intended namespace structure. This helps ensure that the resulting TLD is supported by a genuine business case, with applicable IP rights and can be operated responsibly by a legal entity.
Application preparation needs to begin with a feasibility and landscape study, undertaken by TLD experts such as Markmonitor Group. That provides the organisation evidence whether the string is viable, whether there are obvious legal or regulatory concerns, any red flags or impediments to the success of an application and whether the internal appetite for the project is strong enough to justify the investment.
The necessary document gathering stage is often more time-consuming than expected and thus needs to be prioritised as soon as possible. Brands must collect trademark certificates, proof of use, evidence of good standing, governance details, proposed operational arrangements, and supporting information about the intended use of the string, including financial projections. If the brand has a complex ownership structure, a history of mergers and acquisitions, or multiple relevant trademarks, the preparation burden can increase further.
Once the application has been prepared, checked (twice) and has been submitted, ICANN performs a completeness review and then will publish the list of applied-for strings on “Reveal Day”, likely to be approximately two months after the application window closes in August. This reveal step opens the objection and contention phases. Competing applicants, rights holders, or other stakeholders may challenge the application if they believe there are legal, community, or public-interest grounds to do so. In cases where more than one applicant wants the same or a confusingly similar string, ICANN will place those applications into a contention set.
If contention does occur, applicants must resolve it under the rules in the Applicant Guidebook, which in this round excludes any private resolution or auctions. Depending on the circumstances, the string may be changed, the application may be withdrawn, or the matter may proceed to the final resolution mechanism. These situations can be costly and time-consuming, which is another reason why early string analysis and feasibility work matter so much.
Technical and operational readiness
Passing the application evaluation process is only part of the journey that an applicant needs to travel. A dotBrand TLD must also be technically and operationally ready to function as a registry. That means the applicant must demonstrate that it can support DNS stability, EPP functionality, WHOIS or RDAP services, DNSSEC, and abuse-mitigation capabilities. Pre-delegation testing is designed to confirm that the infrastructure can operate reliably before the TLD is delegated into the root zone.
This technical stage is often underestimated by first-time applicants. A brand may be strong legally and commercially but still need substantial support to build and maintain the registry environment. That support comes from a registry service provider, technical consultants, or an internal infrastructure team. The important point is that the organisation should not assume the application itself is the hard part. The operational model matters just as much, which is why working with an expert, such as Markmonitor is key, who can provide the core services, introduce you to the right partners and manage the ongoing management and compliance of the TLD.
DotBrands also need to plan for how the TLD will be governed after launch. Questions about who can register and approve domain names, what naming conventions and rules will apply, are central to the long-term success of the TLD.
This is where governance becomes a strategic issue rather than a purely administrative one. A dotBrand is not a static asset. It evolves as the business evolves. Over a ten-year contract term, the organisation may change leadership, strategy, or operating priorities. The namespace needs to be flexible enough to adapt while remaining controlled and secure.
What success could look like
The success of a dotBrand should not be measured by the number of names registered as other generic TLDs frequently are. Some of the most valuable uses of a dotBrand are invisible to the public. A TLD may support internal directories, private communication systems, authenticated digital journeys, or platform consolidation projects that do not generate obvious external traffic. That does not make them less valuable.
A successful dotBrand is one that supports a clear strategic purpose. It may improve trust with customers, simplify digital architecture, reduce risk and reputational damage, or enable innovation. In some cases, the most important success factor is that the organisation has brought a strategic asset under its own control.
The best examples of dotBrand use are usually tied to broader business goals. A corporate site may become the primary destination for a brand’s online identity. A service portal may reduce confusion and improve the customer journey. An internal directory may simplify access for employees or partners. A campaign platform may help the brand launch, test, and iterate new ideas more quickly.
Conclusion
ICANN’s 2026 application round offers organisations a rare chance to secure a trusted namespace at the root of the DNS. For the right trademark owners, the case for a dotBrand can include stronger identity, improved security, more consistent digital experiences, and better long-term control. But the opportunity is time-bound, operationally demanding, and strategically significant. It requires the support of experts such as the Markmonitor Group and the Trademark Clearinghouse to ensure that each application has the best chance of evaluation success.
A dotBrand is a long-term commitment for any applicant. The ICANN agreement is a ten-year commitment. It requires time and resource investment not only at the application stage but also throughout the operating life of the TLD. Budget is needed for application preparation, technical services, compliance, governance, security, and ongoing management.
Brands that succeed will be the ones that start early, validate trademark eligibility with the TMCH, build internal support, and define a real use case before filing. They will also prepare for the practical realities of registry operation, not just the application itself. With the right preparation, a dotBrand can become a valuable long-term digital asset rather than simply another domain registration.