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23 March 2016Guillaume Pahud

Insights into the world of ‘dot brands’

So far, 589 brands have applied to have their name registered as a ‘dot brand’ top-level domain (TLD) on the internet.

This innovation opens a wide range of use cases and options for these pioneers, but is also disrupting quite a lot the present processes.

In total, 558 brands have signed contracts with ICANN, and as a result are able to launch their domains.

Of those, 289 brands are live—meaning the name has been introduced in the internet’s authoritative database, known as the root zone.

So far, 122 brands operating a ‘dot brand’ have created at least one another domain to go alongside it—in total, 1,787 domains have been created since early February 2016.

In 74% of these cases, the domains have either no content or are redirected to other sites. For example the domain support.microsoft currently redirects to support.microsoft.com.

In total, 64 brands have an active website, meaning that they have created a website with a ‘dot brand’ domain beyond the nic.brand mandatory minimum. That represents a total of 232 websites that can be visited, displaying mainly four types of content:

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