For the first time since 2012, the application window for new gTLDs will reopen in 2026, offering maybe a once-in-a-lifetime chance for brands to secure their own DotBrand. In the first round, leading companies like BMW, Audi, Visa, and Nike seized the opportunity to establish their digital identities. 

This new round presents a rare chance for brands to stand out in the digital space, with full control over their domain name ecosystem, stronger brand protection, and enhanced user experiences. It’s an exciting opportunity to lead in a competitive online world. 

What is a DotBrand? 

A DotBrand is a top-level domain (TLD) customized to reflect a brand’s name (e.g., .brandname). Unlike traditional TLDs like .com or .org, a DotBrand is owned exclusively by the brand, giving complete control over its online presence. The benefits include stronger brand protection, improved security, better SEO, and innovation in customer engagement. 

Back in 2012, applicants pursued DotBrands mainly to protect their brand in a highly competitive digital environment. Today, that landscape is even more intense, and having a DotBrand continues to be a unique advantage—if brands actively leverage it. 

The key benefits of a DotBrand include: 

• Building a trusted, secure digital space: Full control over domain registrations ensures the brand stays ahead of the competition. 

• Enhancing user experience: DotBrands allow for shortened URL structures that improve SEO and marketing effectiveness. 

• Boosting security: Ensuring encrypted and secure digital communication. 

• Fostering innovation: Brands can issue personalized domains to customers, creating new engagement opportunities. 

• Reducing costs: Minimizing defensive domain registrations, third-party DNS costs, and managing cybersecurity threats. 

• Strengthening IP protection: A DotBrand ensures clarity—if it’s not your name to the right of the dot, it’s not you. 

These benefits are as important today as they were 12 years ago. ICANN is planning the next DotBrand application round for Q2 2026, making this a rare and crucial opportunity for brands to secure their own DotBrand TLDs. 

Many organizations are already aligning their next-generation digital strategies around DotBrands. Partnering with experts like BrandShelter’s DotBrand Solutions ensures they are maximizing the return on this investment. 

In the coming months, we will explore these benefits in more detail and provide insights into the steps any future DotBrand applicants should take to prepare. If your brand is considering securing a DotBrand in 2026, now is the time to start planning. This is a once-in-a-lifetime opportunity to elevate your digital presence. 

Stay tuned for more updates from our DotBrand Solutions team, and don’t miss your chance to secure this powerful digital asset. 

For a no-obligations consultation on whether a DotBrand TLD is relevant and valuable for you in the long run, do reach out here! We can share ideas and suggestions and guide you on how you can make the most of this opportunity. 

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