How .BRANDs improve domain security and user trust – even in an AI world
At the end of April, the Internet Corporation for Assigned Names and Numbers (ICANN) opened the application period for domain registrars, to allow companies to register for .BRAND domains for the first time since 2012, allowing organizations to register a new generic top-level domain (gTLD) that matches their trademarked name.
“Top level” refers to what is typically the “.com,” “.net,” “.gov,” etc. part of a domain. A .BRAND instead features a brand name after the final dot in a domain address, such as https://about.google.
As a custom domain extension, it is owned and operated by the business that holds the trademarked name.
With this, companies take full control over their domain ecosystem by creating, managing and deactivating domains quickly without third-party assistance.
This means .BRANDS are about much more than a name. The current application period marks a fresh opportunity to future-proof digital assets by carving out...
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