As a class of new gTLDs, brand gTLDs are distinct, so much so that ICANN has recognized them with a special provision in its Registry Accreditation Agreement.
The dot brand proposition for many companies is dubious, though. People like to walk on firm ground, and there are many unanswered questions that come with venturing into this new territory. Add to that more immediate and pressing matters faced daily by marketing decision-makers, and it’s possible to understand why more companies are not talking about establishing dot brand namespaces for themselves today.
According to a CSC brand marketplace report published in May, there are 90 brand TLDs categorized as “active,” 32 of which have an Alexa ranking, meaning that at least one domain under the .brand is ranked in the top million. Most high-rankers are in the finance industry, including France’s mabanque.bnpparibas and mabanquepro.bnpparibas, Brazil’s banco.bradesco, and the UK’s home.barclays and home.barclaycard.
Read MoreThe world doesn’t change overnight, but it’ll be a gradual, and a strategic thing that people are going to move to—as it should be...
