Everything you need to know about DotBRAND Top-Level Domain? Application, Process, Cost, Timelines & FAQ

When most people think about domain names, they think about websites ending in .com, .org, or maybe a country code like .in or .uk. But over the last decade, a quieter shift has been taking place at the very top of the internet’s naming system.

Some of the world’s most valuable brands now operate their own top-level domains — not just websites under a domain, but the domain extension itself.

These are known as DotBRAND Top-Level Domains, and they represent one of the most powerful (and misunderstood) branding assets available online today.

With ICANN opening the next application round in 2026, interest in DotBRANDs is rising again. This guide explains what DotBRAND domains are, why companies use them, how they work, and what brands should consider before applying.

What Is a DotBRAND Top-Level Domain?

A DotBRAND Top-Level Domain is a custom domain extension that matches a company’s trademark and is owned and operated exclusively by that brand.

Instead of registering a name under .com, the brand itself becomes the extension.

That allows the company to create domains like:

• login.brand

• support.brand

• careers.brand

Unlike public domain extensions, DotBRANDs are closed namespaces. Only the trademark holder — and parties it explicitly authorizes — can create or use domains within that space.

In practical terms, this means the brand controls every possible domain name that ends in .brand.

How DotBRANDs Are Different From Regular Domains

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Traditional domain extensions are shared environments. Anyone can register names under .com, .net, or most new generic TLDs, as long as the name is available.

DotBRANDs work differently.

With a DotBRAND:

• The brand is the registry operator

• No third parties can register domains

• Naming policies are defined internally

• Security rules are enforced by design

This is not a marketing campaign or a vanity URL. It is a change in how a brand occupies space on the internet.

Why Companies Invest in DotBRAND Domains

DotBRAND adoption is driven less by novelty and more by long-term control, trust, and risk management.

Brand Control at the Highest Level

Owning a DotBRAND gives companies authority over the entire namespace — not just a single website. That control extends to websites, email addresses, internal systems, APIs, and future digital platforms.

Stronger Trust Signals

In an environment where phishing and impersonation are common, users increasingly rely on quick signals to judge authenticity. Seeing a brand name to the right of the dot is one of the clearest signals available online.

Reduced Brand Abuse

With a closed namespace, fake registrations, typo-squatting, and look-alike domains inside the brand’s extension are impossible. This significantly reduces enforcement and takedown activity.

Long-Term Digital Architecture

DotBRANDs allow companies to design a coherent, scalable digital structure rather than patching together domains across multiple extensions over time.

How DotBRANDs Fit Into the Domain Name System

The Domain Name System is hierarchical.

At the top sits the top-level domain. Beneath it are second-level domains and subdomains.

DotBRANDs replace generic extensions with a branded one, positioning the company directly at the root layer of the DNS. This structural change is why DotBRANDs enable use cases that are difficult or impossible with traditional domains.

How Brands Use DotBRAND Domains in Practice

Companies that operate DotBRANDs typically deploy them selectively rather than replacing their entire web presence overnight.

Common use cases include:

• Secure login portals

• Customer support platforms

• Corporate communications

• Email authentication and delivery

• Campaign-specific or product-specific URLs

Many brands continue to use their .com domains alongside their DotBRAND, treating the brand TLD as a trusted layer rather than a full replacement.

Are DotBRAND Domains Good for SEO?

From a search engine perspective, DotBRAND domains are treated similarly to other top-level domains. Search visibility depends on content quality, relevance, performance, and user engagement — not the extension itself.

That said, DotBRANDs can indirectly support SEO by:

• Improving user trust and click confidence

• Reducing confusion around official URLs

• Creating cleaner, more meaningful domain structures

As with any domain strategy, execution matters more than the suffix.

Who Can Apply for a DotBRAND?

DotBRANDs are not available for public registration.

To apply, an organization must:

• Own a registered trademark

• Demonstrate legal rights to the brand name

• Apply directly (or via authorized representation)

Applications are evaluated by ICANN under strict legal, technical, and financial criteria.

How the DotBRAND Application Process Works

Applying for a DotBRAND is a formal process governed by ICANN’s New gTLD Program.

At a high level, the process includes:

• Strategic evaluation and string selection

• Registry service provider selection

• Application drafting under ICANN’s Applicant Guidebook

• Evaluation and clarification phases

• Contracting and technical testing

• Delegation into the DNS root

From application to live operation, the timeline typically spans 18 to 24 months.

How Much Does a DotBRAND Cost?

DotBRANDs are long-term infrastructure investments rather than low-cost marketing tools.

Typical cost components include:

• ICANN application fee (USD 227,000 per string)

• Ongoing ICANN registry fees

• Annual registry service provider costs

• Advisory and application support services

While the upfront cost is significant, many large brands offset it against ongoing spend on defensive registrations, enforcement, and security incidents.

When Is the Next Opportunity to Apply?

ICANN has confirmed that the next New gTLD application round will open in 2026.

This is the first opportunity since 2012 and may be the only one for many years afterward. Brands that miss the window will likely have to wait a decade or longer for another chance.

Should Your Brand Apply for a DotBRAND?

DotBRANDs are not for every business. They make the most sense for organizations that:

• Operate at scale

• Rely heavily on digital trust

• Face ongoing brand abuse risks

• Want long-term control over digital identity

For those brands, a DotBRAND is less about websites and more about owning their name at the internet’s foundation.

Final Thoughts

DotBRAND Top-Level Domains represent a structural shift in how brands establish authority and trust online. They are not a replacement for good marketing, strong content, or user experience — but they provide a foundation that those efforts can build on securely.

With the 2026 ICANN application window approaching, the question for many brands is no longer what is a DotBRAND? — but whether they are ready to own one.