This is the first time since 2012 that businesses have been allowed to apply for a gTLD (the part of the domain to the right of the dot e.g., iamstobbs.com). In the 2012 application round, ICANN created a dotBrand category for brand owner that wished to own their trademark as a gTLD. For example, .google, .amazon, .prime, .shell, and .kpmg are now all dotBrand gTLDs.

There are a great many advantages to a brand owner having its brand as a top-level domain. First, because your company is the registry owner, your company will no longer have to compete with third parties to secure a second-level domain name. Second, your company will be able to better protect its customers for online scams and malware because your company will control who gets to use a second-level domain. Third, there is better security in case of an attack on the global internet infrastructure.  Should .com suffer an attack your company is protected because its website and emails run off a separate registry that your company owns.

The time is growing near. The application window (which is projected to run only about six weeks) is expected to open in April next year. The application process and dealing in the opaque world of ICANN can be frustrating and time consuming. For this reason, Stobbs strongly suggests that your company seriously begin considering whether to apply for a dotBrand and how the dotBrand figures into your company’s overall IP strategy. We’re happy to help!

dotbrands@iamstobbs.com