The growing world of ‘.brands’

By Nick Wood

Five years on from the introduction of new generic top-level domains, more and more ‘.brands’ are going live, giving potential applicants the opportunity to assess their current deployment

Well over 100 brands are now actively using their new ‘.brand’ domains to promote their goods and services. As uptake continues to grow, there are calls on the Internet Corporation for Assigned Names and Numbers (ICANN) to open another application round so that brands which missed out can lay claim to their own internet space. In advance of such a move, it is worth considering how the ‘.brand’ name space is developing and what the next steps might be.

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Issue 74