Enhancing Security, Brand Authenticity, Trust, and Marketing Communications
History and Introduction
In 2012, ICANN launched the New Top-Level Domain (TLD) Program. Over 1,400 applications were received including Generic TLDs, such as .club, .shop, and .site; Geographic TLDs, such as .paris, .berlin and .nyc; International Domain Names (IDNs); and Brand TLDs. Over 500 Brand TLDs were applied for in the 2012 round. Many were deployed with plans to improve digital operations, while others were acquired solely to protect trademarks.
In April 2026, trademark owners will again be able to secure their digital identity by obtaining a Brand TLD. This transforms how brands can control, secure, promote, and operate their authentic digital identity, services, and networks. To be successful, brand owners must prepare a business case and strategic plan.
The 2012 Brand TLD round focused primarily on trademark protection. The 2026 round is expected to see more defined strategies empowering innovative use cases and network security improvements as part of broader digital identity strategies.
The benefits include trust, security, brand authenticity, service delivery, network design and marketing communications in a space that is fully controlled and owned.
What is a Brand Top-Level Domain?
A Brand Top-level Domain (TLD) is a type of internet domain name that is associated with a specific brand trademark. Unlike generic TLDs such as “.com”, “.org,” or “.club”, a Brand TLD is the authentic brand extension of a trademark, enabling it to be extended to customers and partner supply chains.
A Brand TLD is distinct as a “single registrant TLD,” as defined by ICANN’s Specification 13. Specification 13 is an amendment to the ICANN Base Registry Agreement that defines a Brand TLD. Among other requirements, Specification 13 requires all second level domains (e.g., home.brand, product.brand, service.brand) be owned by the trademark owner or their affiliates. This distinction is the key attribute for audiences, customers, suppliers, and partners who will know that they are engaging with the authentic digital brand.
In a word, a Brand TLD means “Trust”. For the trademark owner, the key attributes are full ownership, security and control over a massively scalable, brand-authentic digital identity.
Why Apply to Own a Brand TLD?
- Security Enhancements
One of the primary benefits of owning a Brand TLD is enhanced security. Cybersecurity threats are an ever-present concern. Phishing, domain spoofing, and other malicious activities can damage a brand’s reputation and erode consumer trust. A Brand TLD allows for rigorous security and automation to protect digital assets and customer interactions.
- Reduced Risk of Phishing and Spoofing
Phishing attacks often use deceptive domains that mimic legitimate, brand-owned domains. A Brand TLD significantly reduces this risk by making official domains clearly identifiable and trustworthy. DNS security policies can be automated to include SPF and DMARC records across all second-level domains, preventing phishing emails from being sent from brand domains. This added layer of security helps protect sensitive information and enhances user confidence.
- Enhanced Control Over Domain Management
Brand TLD ownership allows companies to control their domain and DNS infrastructure from the registry level, including the ability to set and automate registry security policies, DNS management and encryption enforcement (e.g., HSTS). This level of control is not always possible with generic TLDs where domain management may be subject to third-party policies and/or systems outside control of the brand operator.
- Network Security
A Brand TLD allows for secure and elegant infrastructure design and automation, extending brand trust across internal networks and to external supply chains. It empowers engineers to develop scalable service delivery models.
Innovative Brand TLD-enabled approaches can secure data-in-motion in a trusted DNS space without dependency on third parties. This changes the game, enabling trust networks and service delivery models for the future that are controlled and scalable in an owned vs. rented space.
- Brand Authenticity and Trust
In an era where brand authenticity and trust are paramount, owning a Brand TLD can significantly enhance a company’s credibility and trustworthiness. Consumers are more likely to engage with brands that offer transparent and consistent digital experiences. A Brand TLD provides a clear and unmistakable indication of the brand’s identity, fostering a sense of trust among users. This, combined with security automation will ensure that brand trust is not compromised.
- Consistent and Memorable Brand Messaging
A Brand TLD allows companies to establish consistent brand messaging across all online platforms, products, and services. A Brand TLD helps brands create a cohesive online presence that aligns with their overall branding strategy. This consistency reinforces the brand’s image and makes it easier for consumers to recognize and recall service destinations.
- Professionalism and Legitimacy
A Brand TLD represents professionalism and legitimacy. It signals to consumers that the brand is serious about its digital presence and committed to providing a secure and authentic online experience. This perception can positively influence consumer behavior and drive engagement with the brand’s digital identity.
- Marketing Communications
Effective marketing communications are crucial for brand success in the digital age. A Brand TLD offers unique opportunities to enhance marketing efforts and reach target audiences.
- Customized Campaigns and Subdomains
Brand TLDs help companies create elegantly branded, clear messages by registering any domain fit for purpose, e.g., program.brand, campaign.brand, service.brand. This eliminates the need to acquire expensive custom domains in a generic TLD often requiring the registration of many defensive domains across hundreds of TLDs. This level of customization permits targeted campaigns and superior message alignment that is new, better, and different.
- Improved SEO and Online Visibility
Search Engine Optimization (SEO) and emerging Large Language Model (LLM) visibility are a critical component of digital marketing. A Brand TLD can improve a company’s SEO/LLM efforts by providing a unique, authoritative, and memorable web address. Search engines and LLMs are likely to prioritize Brand TLDs in search results, leading to increased online visibility rankings and higher organic traffic. A Brand TLD can enhance the brand’s reputation and domain authority in search engine rankings and LLM visibility.
- Enhanced User Experience
A seamless and user-friendly online experience is essential for retaining and engaging customers. A Brand TLD allows companies to create a streamlined and intuitive web navigation structure. This improves user experience and encourages repeat visits to the brand’s website. By providing a clear and consistent online presence, brands foster enduring, long-term relationships with customers.
- Return on Investment
The application fee to ICANN is projected at US$227,000. Including vendor services and internal resource allocations, the capital cost to apply will range from $300-$400K, depending upon your approach and the extent of your planning commitment. Ongoing costs are estimated between $75-$100K annually, varying with the scope of activities defined in your strategy.
While the capital and operating costs may initially appear high, they are far outweighed by the long-term strategic benefits. The return on investment for a Brand TLD is compelling. Established and emerging brands can benefit from increased value in brand trust, the ability to build a protective moat around a digital identity, the power to extend services within a fully controlled digital environment, improvements in brand engagement, and significant cost avoidance.
Authentic Web has an ROI model to help organizations quantify the business case for a Brand TLD, with measurable outcomes and benchmarks.
| Cost Reduction and Avoidance | Revenue and Margin Improvements |
| Reduced need to hold 100s or 1000s of defensive domains over the medium & long term. | Improve engagement, response & conversion rates from brand marketing promotions and campaigns. |
| Eliminate the need to acquire costly domains for new products, programs or initiatives. | Differentiate messaging with brand authentic digital properties. |
| Reduced requirement to staff, monitor and respond to brand identity infringement cases. | Streamline operations & processes with automation to establish and manage domain lifecycles. |
| Each enterprise has unique business conditions, but virtually all can benefit from a proprietary, fully controlled, brand digital identity. | |
Summary
The April 2026 Brand TLD application window presents a pivotal opportunity. Benefits include enhanced security, trust, authenticity, and digital marketing performance. Brands that adopt a Brand TLD position themselves to lead in the next phase of the internet.
As the digital landscape continues to expand and evolve, owning a Brand TLD will become increasingly important for companies seeking to stay ahead of the competition and build lasting trust relationships with their customers.
How to Apply?
Authentic Web can support your Brand TLD journey end-to-end: from business case development and strategy to application preparation and submission, through to delegation and go-to-market execution.
About Authentic Web Inc. | AuthenticWeb.com
Authentic Web is a corporate domain registrar and provider of advanced DNS control systems designed to automate the security and management of domains, DNS and TLS certificates. Our purpose is to make it easy for enterprise teams to secure and manage their DNS footprint, reducing total cost of ownership, and establish a mature, proactive DNS security posture.
Authentic Web’s CEO, Peter LaMantia is active in the Brand TLD space as a Board Director at the Brand Registry Group (BRG), which advocates to ICANN on behalf of Brand TLD owners and provides best practice guidance to BRG membership.To learn HOW to plan for, secure, and operate your Brand TLD to achieve your digital business objectives, contact us at info@authenticweb.com or learn more at https://authenticweb.com/brand-top-level-domain/