How DotBRAND Top Level Domain Make a Big Difference for Brands in 2025 (Research Report)

The expansion of the internet namespace through ICANN’s New gTLD Program has enabled global brands to apply for and operate their own Top-Level Domains (TLDs). Known as “.BRAND” TLDs, these domains empower businesses with enhanced brand control, security, and strategic agility. This report consolidates qualitative and quantitative evidence to evaluate the business, technical, and strategic benefits of adopting a .BRAND Top Level Domain, using real-world case studies and cited industry research.

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1. Introduction

In 2012, the Internet Corporation for Assigned Names and Numbers (ICANN) opened the application window for a revolutionary new program: allowing brands to apply for their own top-level domains. Instead of registering domains under traditional generic TLDs like “.com” or country-code TLDs, companies could now operate their very own TLDs like “.audi” or “.canon.” While the adoption was initially cautious, the strategic value of owning a .BRAND TLD is becoming increasingly clear in today’s digital-first world [1].

2. Enhancing Brand Identity and Memorability

A .BRAND TLD provides an unmistakable signal of brand ownership and trust. Unlike “.com” or other generic extensions, a .BRAND domain is exclusive to a single entity. This creates clearer brand association, greater memorability, and eliminates confusion or impersonation risks.

In a recent study conducted by AFNIC, 83% of users recognized a brand immediately when seeing a .BRAND domain, compared to lower recall for unfamiliar gTLDs or subdomains [2]. This enhanced visibility can influence customer loyalty and improve direct traffic performance.

3. Building Trust and Strengthening Digital Security

Security is a fundamental reason why many enterprises adopt .BRAND TLDs. Since the TLD is under the full control of the brand, it significantly reduces exposure to phishing, domain hijacking, and typo-squatting.

According to AFNIC’s perception survey, 80% of users trust .BRAND domains more than traditional gTLDs [2]. Over 75% of respondents felt that a DotBRAND domain provided better transactional security. This aligns with SNCF’s own experience in migrating to “.sncf” where user perception of trust increased post-transition [3].

4. Current State of DotBrand Top Level Domains

As of December 2024, a total of 500 dot-brand TLDs have been delegated into the DNS root zone out of 538 applications, making them active and available for use by their respective brands. Out of these, 130 TLDs have either been surrendered or terminated by ICANN, leaving 370 active dot-brand top-level domains. By ICANN policy, each of these 370 active extensions must have at least one domain in the zone — typically the mandatory nic.tld. However, when a TLD has only the nic.tld domain and no others, it indicates that the brand is not actively or even passively using the extension. This accounts for 126 TLDs. That leaves a final count of 244 brands worldwide that are actively using their dot-brand TLDs. This represents a 50% success rate from the previous round of the dot-brand new gTLD program.

A focused industry analysis highlighted the top 10 dot‑brand TLDs by number of domains registered in their zones:

While 48 dot‑brand extensions have over 100 domains, nearly half (about 160 TLDs) have 10 or fewer registrations. This reflects a wide spectrum of adoption strategies—from brands using their TLD extensively to those who are cautiously testing its utility.

Geographically, adoption is strongest in Europe, with brands from Germany and France—particularly in the insurance and finance sectors—leading the way. Despite some TLDs having only a handful of domains, their strategic use (such as flagship sites or campaign pages) can still deliver brand control and visibility.

As the next round of new gTLDs approaches, this data offers valuable insight. Brands must evaluate whether to pursue a minimal, flagship-only strategy or invest in broader adoption with internal incentives, communication plans, and measurable ROI frameworks.

5. SEO and Search Engine Optimization Dynamics

There is a common concern about how new gTLDs, especially .BRAND TLDs, perform in search engine rankings. Google has clearly stated that its algorithms treat all TLDs equally when it comes to rankings. As long as the content is high-quality and the site is well-optimized, a .BRAND TLD will perform no better or worse than a .com or any other gTLD [4][8].

In fact, Google’s own use of .google domains for its products—like domains.google and blog.google—reinforces the neutrality of TLDs in SEO performance. Similarly, Google’s SEO Starter Guide emphasizes content quality, mobile usability, and backlinks over domain extensions [9].

More recently, search engines and even large language models have begun to factor in the credibility signals behind a .BRAND TLD. Because acquiring and operating a dot-brand requires significant investment, policy compliance, and long-term commitment, these domains are increasingly recognized as markers of authority and authenticity — giving them an edge in visibility and trust.

Some SEO practitioners, including Neil Patel and Search Engine Land, note that while there is very little direct ranking benefit, .BRAND domains can increase user trust and clarity, which can improve click-through rates—an indirect but valuable SEO signal [10][11].

Neil Patel’s commentary across multiple articles consistently reinforces that new gTLDs, including .BRAND domains, do not carry inherent SEO disadvantages. However, he cautions that perception and trust are critical: unfamiliar or gimmicky TLDs may raise spam suspicions among users. He emphasizes that businesses should align TLD choice with brand positioning and target audience expectations. Patel also advises using clean, keyword-relevant URLs under any TLD to reinforce semantic cues to search engines, and suggests that .BRAND domains, when used thoughtfully, can support stronger user experience, higher engagement, and strategic digital branding [13].

In short, .BRAND TLDs offer a strategic SEO opportunity not just through algorithmic favoritism but by enhancing user experience, memorability, and alignment with branded queries.

6. Operational Control and Cost Efficiency

Owning a .BRAND TLD consolidates domain portfolio management under a single namespace. Instead of defensively registering dozens of similar domain names across different TLDs, brands manage a closed and authoritative ecosystem.

Peter LaMantia, CEO of Authentic Web, highlights a compelling financial case: “The status quo of managing thousands of defensive registrations, legacy DNS, and third-party certificates results in ballooning operational costs with minimal strategic return. With a .BRAND TLD, you’re anchoring all digital identity on trust—cutting out redundancies and unlocking scalable innovation”.

7. Case Studies and Adoption Examples

While many brands successfully launched their .BRAND domains, it’s important to acknowledge why others didn’t. Back in 2012, this was a novel concept, and most companies weren’t ready for the shift. Many consultants relied on fear-based sales tactics, convincing legal teams and general counsels to apply ‘just in case’—with no clear plan for usage. The real benefits were rarely communicated to marketing or brand managers who could have led adoption internally.

ICANN’s slow delegation process—often taking two to three years—also led to organizational fatigue. Key staff left, and the vision for the .BRAND domain was lost before implementation. Without established use cases or internal champions, many TLDs were left idle. The first round taught us that fear-mongering didn’t lead to meaningful innovation. What was needed—and what future applicants must focus on—is education, cross-departmental collaboration, and a clear strategic roadmap.

One of the most successful implementations is Microsoft’s One Consolidated Domain Initiative (OCDI) with .microsoft. Microsoft launched OCDI to unify its sprawling web of domains for Microsoft 365 and related services under the .microsoft TLD. Rather than just running .com and .brand in parallel, Microsoft strategically consolidated product, support, and partner resources into a single, trusted namespace. This move not only simplified navigation and branding but also enhanced security and internal management. The initiative required deep internal collaboration, technical innovation, and a clear vision for the future of Microsoft’s digital identity.

State Bank of India (SBI) set a benchmark in secure digital banking by launching the .sbi TLD, moving key services to trusted domains like bank.sbi to reduce phishing risks and enhance customer trust. This strategic shift underscores SBI’s commitment to innovation and online security.  “SBI has always believed in providing high-tech yet secure internet experience to its customers. Bank’s own gTLD is another step in this direction.”  said Arundhati Bhattacharya, Chairman of SBI.

Google’s migration from about.google.com to ABOUT.GOOGLE has become a pivotal case study in .brand TLD adoption, offering both inspiration and practical insights. For years, brands hesitated to embrace .brand TLDs due to a single fear: losing the SEO equity built over decades. That fear is understandable—changing a domain is often seen as risking hard-won search rankings. But when the world’s largest search engine migrated one of its most link-rich properties to ABOUT.GOOGLE—and followed it up with other high-visibility dot brand deployments like BLOG.GOOGLE and SEARCH.GOOGLE—it sent a clear message: it can be done without penalty. “The migration was very successful… Traffic increased. There were no major issues,” shared Christine Chiou Yeh, Product Strategy and Marketing Lead at Google Registry. The analogy is powerful: if the architect of SEO can do it without negative consequences, so can brands with the right strategy. In fact, it is in Google’s best interest that .brand TLDs rank on par with .com or any legacy extension—a point reinforced by their public statements and technical documentation. Google’s approach validates that dot brand TLDs, when implemented thoughtfully, can preserve SEO equity, enhance digital trust, and future-proof domain strategies.

8. Migration from .COM to .BRAND TLD

Migrating from a .com domain to a dot brand top level domain TLD is a strategic process that requires careful planning to protect SEO equity, maintain user trust, and maximize the benefits of your new digital identity. The most successful migrations—such as Google’s move from about.google.com to about.google—follow a structured approach: first, appoint an internal champion to oversee the project and advocate for its value across departments. Next, audit your existing domain portfolio to identify which assets should move and to inform a naming strategy that ensures consistency and minimizes confusion. Once you have a clear plan, update your DNS records, implement 301 redirects from old URLs to their new .brand equivalents, and update all internal links, analytics, and marketing materials. It’s crucial to monitor performance in Google Search Console and analytics platforms to catch any issues early and to communicate clearly with your customers throughout the transition.

For companies not ready for a full migration, running .com and .brand TLDs in parallel can be an effective strategy. In this hybrid approach, the .com domain continues to serve as the primary entry point, while the .brand TLD is used for specific campaigns, product launches, or secure customer portals—leveraging the trust and exclusivity of the .brand space. This allows gradual user education and technical testing, reducing risk and building familiarity with the new TLD. Over time, you can shift more digital assets to the .brand TLD as confidence grows, using cross-domain redirects and consistent branding to ensure a seamless user experience.

Planning for migration should include: - Defining clear business and technical objectives - Securing stakeholder buy-in and assigning project leadership - Conducting a comprehensive domain and asset audit - Developing a detailed redirect and communications plan - Testing thoroughly before and after launch - Monitoring SEO and user metrics post-migration.

E.Leclerc, one of France’s largest supermarket chains, successfully migrated its e-commerce platform to the .leclerc TLD and now operates nearly 1,000 branded domains across its digital ecosystem. The move improved domain clarity, increased consumer trust, and allowed the brand to respond swiftly during the COVID-19 pandemic. Official case studies report that after the migration, E.Leclerc saw improved visibility, stronger branding, and higher search performance—demonstrating that a well-executed .brand strategy can drive both traffic and trust.

Conclusion:

The window opening for the next round of ICANN’s new gTLD program marks the most strategic moment yet for brands to secure their own dot-brand TLD. Unlike the first round, where adoption was cautious and many organizations lacked clear usage plans, today’s environment is different. Case studies from leaders like Microsoft, Google, and SBI demonstrate that dot-brand domains can strengthen trust, simplify digital ecosystems, improve security, and preserve SEO value during migration. The lessons of the past have given way to proven frameworks, measurable ROI, and industry validation that this model works.

With digital identity now at the heart of customer trust, cybersecurity, and brand differentiation, the timing could not be better. Brands that act now will not only protect themselves from impersonation and rising domain costs but also position themselves as innovators in a digital-first economy. A dot-brand TLD is no longer an experiment — it is a long-term investment in authority, resilience, and global recognition. Waiting until later rounds could mean missed competitive advantage, while moving early ensures leadership in the next era of online branding.

Who knows — in just a few years it may become the norm, or even trendy, for leading companies to use dot-brand domains as their primary digital identity. When that shift happens, the brands that already secured their TLDs will be ahead of the curve, while late adopters may find themselves locked out. ICANN’s new gTLD rounds don’t come often; if you miss this opportunity, it could be another decade before you get another chance.

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References

[1] ICANN. “New gTLD Program.” https://newgtlds.icann.org/en/about/program

[2] AFNIC. “Perception of .brand TLDs among Internet users.” https://www.afnic.fr/en/observatory/barometers/brands-and-tlds-2020/

[3] SNCF. “Digital Identity Transformation with .sncf.” https://www.sncf.com/en/group/newsroom/digital/sncf-new-website

[4] Google Search Central Blog. “Google's handling of new top-level domains.” https://developers.google.com/search/blog/2015/07/googles-handling-of-new-top-level

[7] 123 Reg Blog. “How Google handles new gTLDs.” https://www.123-reg.co.uk/blog/seo/how-google-handles-new-gtlds/

[9] Google SEO Starter Guide. “Google Search Documentation.” https://developers.google.com/search/docs/fundamentals/seo-starter-guide

[10] Red Olive Blog. “Do the new gTLDs help with SEO?” https://www.redolive.com/blog/do-the-new-gtlds-help-with-seo/

[11] Neil Patel. “How to Choose Which Top Level Domain to Use.” https://neilpatel.com/blog/top-level-domain/

[12] Neil Patel. “Everything You Need to Know about TLDs and SEO.” https://www.linkedin.com/pulse/everything-you-need-know-tlds-top-level-domains-seo-neil-patel/

[13] Articly Blog. “The Ultimate Guide to Choosing a Top-Level Domain for Your Business.” https://blog.articly.ai/the-ultimate-guide-to-choosing-a-top-level-domain-for-your-business-according-to-seo-expert-neil-patel/

[14] Business Standard. “SBI launches generic top level domain with its website bank.sbi.” https://www.business-standard.com/article/news-ani/sbi-launches-generic-top-level-domain-with-its-website-bank-sbi-117022000555_1.html

[15] Com Laude. “Google .brand SEO Migration White Paper.” https://comlaude.com/google-dot-brand-seo/

[16] HubSpot. “Beyond .COM, .ORG & .NET: A Beginner's Guide to Brand Top-Level Domains.” https://blog.hubspot.com/marketing/brand-top-level-domains

[17] Shopify. “How To Change a Domain Name: Step-by-Step Guide.” https://www.shopify.com/ph/blog/change-domain-name

[18] Distinctly. “Website domain migrations: everything you need to know.” https://distinctly.co/resources/seo/website-migration/website-domain-migrations-everything-you-need-to-know/

[19] it.com Domains. “Domain Migration Step-By-Step Guide.” https://get.it.com/blog/website-migration-guide-chapter-2-domain-migration-step-by-step-guide/

[20] Meetanshi. “How To Change Domain Name Without Affecting SEO.” https://meetanshi.com/blog/how-to-change-domain-name-without-affecting-seo/

[21] SIDN. “Your brand can be your domain with a brand TLD!” https://www.sidn.nl/en/domain-names/registry-services/your-brand-can-be-your-domain-with-a-brand-tld

[22] DN.org. “Lessons Learned from Early Adopters of Brand TLDs.” https://dn.org/lessons-learned-from-early-adopters-of-brand-tlds/

[23] Dreyfus Law Firm. “.brand Extensions: A New Territory for Brands.” https://www.dreyfus.fr/en/2025/07/07/brand-extensions-a-new-territory-for-brands-challenges-and-perspectives-of-contents/

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You can download the latest copy of "Dot BRAND New gTLD Report" Excel Sheet in XLSX Format here!