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New TLDs include at least four contested .brand applications

June 14, 2012.brand, Domaining, Domainnamewire, new top level domains, UncategorizedComments Off on New TLDs include at least four contested .brand applications

Companies battle each other for rights to top level domains.

I’ve identified at least four cases of contested .brand top level domain applications, defined here as a case where two different brand holders are going after the same top level domain.

.Monster – Monster, Inc. vs. Monster Worldwide, Inc. The former sells really expensive cables and other audiophile products, the later runs job boards.

.SAS – Research IP LLC vs. SAS AB. This is a battle I expected after the latter announced its plans. The first is SAS Institute, which owns SAS.com. The latter is Scandinavian airline SAS.

.Guardian – Guardian Life Insurance Company vs. Guardian News and Media – given who the second company is, this battle might get a bit of press.

.Merck – Merck KGaA vs. Merck Registry Holdings, Inc. – At first I thought this was a case of one company filing multiple applications from different departments. But I’m told they are two distinct companies.

Of course, some of the other .brand applications may be contested by generic applications. Apple won’t have any competition for .apple, though.

Have you spotted any others?


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  2. Short Application Period Spurs Artificial Demand for .Brand TLDs
  3. Melbourne IT to work on at least 120 new top level domain applications

Short Application Period Spurs Artificial Demand for .Brand TLDs

June 29, 2011.brand, Domaining, Domainnamewire, new top level domain names, UncategorizedComments Off on Short Application Period Spurs Artificial Demand for .Brand TLDs

Three month window means lots of companies will apply for .brand under pressure.

It may have been Google that made in mainstream.

It’s the idea of a closed beta. Remember clamoring for a Gmail invite? Or perhaps begging for an invite to Google Wave, which you had no idea what the heck it was? Now Google+?

A similar thing is going on with new top level domain names, especially for .brand domain names. But this time it’s time based, like saying if you don’t sign up for Google+ today then you may not be able to sign up for it for five years.

Companies have a three month window to apply for their own .brand domain name. After that they might never get a chance again, and certainly won’t anytime soon.

This creates a sort of artificial time-based scarcity that will spur brands to apply for new TLDs. I expect hundreds to pay the money for a .brand TLD.

They will fall into three camps:

1. Companies that have an idea how they’ll use the .brand TLD.

2. Companies that are registering for defensive reasons because they aren’t fully protected by TLD protections (e.g. Apple or ATT).

3. Companies that have no idea how or if they’ll use the .brand TLD, but realize if they miss this window they lose the opportunity.

I suspect the third category will be the largest contingent, followed by the second and then the first (companies that actually know what they want the TLD for now). If the window for .brand TLDs was ongoing, most companies would sit on the sidelines and watch what their competitors do.

Neustar’s new “Brand Assurance” program is targeted at people in groups two and three.

Like the car salesman says…if you don’t act now this car will be gone tomorrow.


© DomainNameWire.com 2011.

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Related posts:

  1. Here Come the .Brand Top Level Domain Names
  2. Neustar Offers $10k a Year .Brand Domain Names
  3. Possible New TLD Application Date: August 2011