Everything you need to know about dotBrands and the ICANN new gTLD round 2026: The complete FAQ
- Deeksha Chaudhry
- Oct 30
- 11 min read
Introduction: The internet is evolving. is your brand ready?
Over the past decade, the digital world has changed in extraordinary ways. We have seen the rise of AI, e-commerce, and global connectivity. Yet one quiet revolution is about to reshape how brands own and protect their online identity and that is dotBrands.
In April 2026, ICANN, the global Internet authority that manages domain names, will open the long-awaited next round of new gTLD applications. This is the first time since 2012 that brands can apply for their own Top-Level Domain (TLD), also known as a dotBrand, such as .apple,.weber,.microsoft or .audi.
If the 2010s were about renting your digital space through .com, the 2020s are about owning it entirely. A dotBrand is more than a web address; it is a digital asset, a security layer, and a symbol of brand authenticity.
At LdotR, we help businesses prepare for this new era of digital identity. Below, you will find a comprehensive FAQs that answers every question about dotBrands and the new gTLD Round 2026, explained in clear, conversational language.
dotBrand Basics
1. What exactly is a dotBrand?
A dotBrand is a private top-level domain (TLD) owned and operated by a brand. Instead of using brandname.com, a company can create its own digital ecosystem with addresses like shop.brandname, careers.brandname, or news.brandname.
In simple terms, it is the difference between renting an office in someone else’s building and owning your entire building outright. You have full control, total exclusivity, and the flexibility to shape your digital presence as you wish.
This makes dotBrands powerful for brand protection, marketing consistency, and consumer trust.
2. Why is everyone talking about dotBrands in 2026?
Because for the first time in more than a decade, ICANN’s new GTLD application window will open in April 2026. The last round in 2012 saw nearly 2,000 applications, and one-third were from brands that wanted their own TLDs.
After years of policy work, research, and industry demand, the second round is finally launching. This gives businesses across industries the chance to claim their digital identity at the top level of the Internet, something that will not happen again soon.
3. How is a dotBrand different from .com or .in?
Think of .com as public real estate where anyone can buy property. A .brand is your private, gated community on the Internet.
Feature | .com / .in | .brand |
Ownership | Rented from a public registry | Fully owned by your brand |
Security | Shared space | Exclusive, private namespace |
SEO | Standard | Equal or better when used strategically |
Trust | Generic | Official and verifiable |
Flexibility | Limited | Unlimited for your internal and external needs |
A dotBrand is a digital identity that belongs entirely to you.
4. Who can apply for a dotBrand in 2026?
Any legally registered organization can apply. This includes corporations, government bodies, institutions, and community groups. The process ensures that the applicant has a legitimate right to the name and a valid operational plan to manage it.
Large global brands such as .apple, .audi, etc. were early adopters. The next round will include wider participation from developing markets, especially Asia, where businesses are focusing on digital credibility and trust.
5. What is the cost to apply for a dotBrand?
ICANN has announced that the application fee for one TLD will be USD 227,500. This covers evaluation, technical reviews, and policy compliance.
Beyond that, brands invest in registry management, security systems, and technical support. It is a long-term investment in digital ownership rather than a recurring expense.
Planning and Application
6. When does the new gTLD Round open?
Here is ICANN’s official timeline:
October–December 2025: Identify key stakeholders and define your strategy.
January–March 2026: Prepare documentation and application materials.
April–August 2026: Submit your application during the 12–15-week window.
2027: Approved applicants begin operating their dotBrands.
Preparation in advance gives brands a clear advantage when the window opens.
7. What are the first steps to get ready for a dotBrand?
Start by building internal alignment. Bring together your legal, IT, and marketing teams to discuss the strategic benefits and long-term goals.
Next:
Choose the TLD string you want to apply for.
Validate your trademarks in the Trademark Clearinghouse (TMCH).
Define use cases such as marketing, security, or internal operations.
Engage a trusted partner like LdotR to handle technical and compliance requirements.
Develop your launch and communication plan early.
Planning now gives you more control over your digital roadmap.
8. Do I need a technical partner to run a dotBrand?
Yes. Every dotBrand must have a registry backend provider that manages DNS, security, and ICANN compliance. Think of them as the engine that keeps your domain running smoothly.
LdotR collaborates with global backend providers so your brand can focus on strategy, content, and innovation instead of infrastructure.
9. Can a dotBrand be used for email?
Absolutely. Having emails like ceo@brand or support@brand instantly builds trust. Unlike public domains that can be spoofed, dotBrand emails can only be issued by your organization, reducing phishing risks and ensuring authenticity.
This is not just branding; it is also a major security advantage.
Marketing and SEO Benefits
10. Will dotBrands rank on Google?
Yes. Google treats all top-level domains equally for ranking. What determines SEO performance is the quality of your content, website performance, and user trust.
Existing dotBrand sites such as .audi and .abbott already rank well because both users and search engines recognize them as credible and secure.
11. Do dotBrands improve visibility in AI search results?
Yes. AI-powered search engines rely heavily on trust and verified data. A dotBrand acts as an authenticity signal that tells AI systems your content is official.
As AI-driven searches like ChatGPT Browse, Perplexity, and Gemini expand, brands that own their own TLDs will stand out because their sources are inherently trustworthy.
12. How can dotBrands strengthen brand trust and security?
Every domain under your dotBrand belongs to you and only you. This makes it impossible for outsiders to create lookalike sites or misleading URLs.
When a customer visits a .brand domain, they immediately know it is legitimate. That recognition builds credibility and strengthens long-term loyalty.
13. How can dotBrands be used for marketing and campaigns?
dotBrands give marketers complete creative freedom. You can launch campaigns with short and memorable URLs such as:
promo.brand
events.brand
careers.brand
shop.brand
These links are easy to recall, look professional, and drive higher engagement. Because the entire ecosystem belongs to you, all traffic stays within your verified digital space.
14. What kind of ROI can brands expect from dotBrands?
Return on investment comes from improved trust, reduced risk, and operational savings.
Benefits include:
Fewer defensive domain purchases
Reduced phishing and legal incidents
Stronger consumer confidence
Unified brand messaging across regions
Over time, these advantages translate into measurable financial value and brand equity.
Security, AI, and Innovation
15. How do dotBrands align with the rise of AI?
AI systems constantly evaluate which online sources are reliable. When your organization owns its top-level domain, AI can verify that your websites and data originate directly from the brand.
In an era of deepfakes and misinformation, dotBrands provide machine-readable proof of authenticity.
16. Can a dotBrand reduce phishing and counterfeit risks?
Yes. Since only your organization can register domains under your TLD, it is impossible for attackers to create similar-looking domains.
This dramatically reduces phishing, counterfeit sales, and online fraud, helping protect both customers and partners.
17. Can I keep my existing .com or .in domain?
Yes. Most organizations continue using their existing domains while gradually introducing dotBrand properties.
Your dotBrand becomes the secure foundation for key assets while maintaining continuity for familiar public domains.
Common Concerns
18. Is the ICANN application process complex?
It involves technical, legal, and policy documentation, but it is completely manageable with expert guidance.
LdotR supports brands at every step, from drafting the ICANN application to registry setup and ongoing operations. With proper planning, the process becomes smooth and predictable.
19. What if multiple companies apply for the same name?
ICANN follows a transparent evaluation and dispute resolution system. Trademark ownership and legal rights play a major role in determining priority. Preparing early and documenting your rights increases your likelihood of success.
20. What if my leadership team is unsure about the value?
Many executives want to understand tangible outcomes before committing. Sharing proven success stories helps.
Companies that adopted dotBrands in the first round have seen improved online security, better control over marketing, and higher customer confidence. These examples make the business case clear.
21. Can small or mid-sized organizations also apply?
Yes. ICANN’s Applicant Support Program (ASP) is designed to make participation more inclusive by offering guidance and, in some cases, reduced fees for eligible applicants.
Smaller organizations can benefit from dotBrands by positioning themselves as innovative and trustworthy in their markets.
Future Outlook
22. How long does a dotBrand last?
Once ICANN delegates your TLD, it remains yours as long as you comply with the necessary operational and renewal requirements.It is a long-term digital asset that grows in value as your online presence expands.
23. What happens after I submit my application?
ICANN reviews each application for technical, legal, and operational readiness. If approved, your dotBrand is added to the global Internet registry, usually by 2027. From that point, you can create websites, emails, and digital services under your new TLD.
24. Why should brands start preparing now?
The application process is detailed and time-bound. Starting in 2025 allows time to build awareness internally, validate trademarks, and finalize your technical and communication plans. Early preparation ensures a confident and timely application.
25. Can we file a dotBrand application after the ICANN window closes?
No, you cannot apply for a dotBrand once the ICANN application window closes. ICANN operates each gTLD round within a specific, time-limited period, usually 12 to 15 weeks. During this window, all applications are collected, reviewed, and evaluated together.
Once the window closes, ICANN does not accept late submissions. There is no waitlist or rolling application process. This means if a brand misses the 2026 round, it will have to wait until ICANN announces the next one — which could take several years, as seen since the first round in 2012.
That’s why planning in advance is essential. Brands should begin their internal preparation by late 2025, ensuring trademark verification, stakeholder approvals, and technical readiness well before the application portal opens.
26. How does ICANN handle disputes or conflicts during the dotBrand application process?
ICANN has a well-defined dispute resolution mechanism to ensure fairness, transparency, and protection of legitimate trademark rights during the application process.
If two or more organizations apply for the same or confusingly similar TLD string, the applications enter what is called a “contention set.” ICANN then follows a multi-stage evaluation process to determine which applicant has the strongest right or legitimate interest in the name.
There are three main types of dispute mechanisms:
String Confusion Objection: Raised when two applied-for strings are so similar that they could cause user confusion. For example, .abc and .abccorp may be evaluated for similarity.
Legal Rights Objection: Filed by trademark owners who believe that a new gTLD infringes their existing intellectual property rights. This is often used to prevent misuse of brand names or marks.
Public Interest or Community Objection: Filed when a proposed gTLD could harm public interest, cultural sensitivities, or a defined community’s rights.
If a dispute is raised, ICANN refers the matter to independent dispute resolution providers such as WIPO (World Intellectual Property Organization) or the International Centre for Dispute Resolution (ICDR) for arbitration and decision-making.
For corporate applicants, it is important to ensure that your trademark is registered in the Trademark Clearinghouse (TMCH) and that your application documents clearly demonstrate your legitimate ownership and intended use.
27. What happens if my dotBrand application is rejected by ICANN?
If an application does not meet ICANN’s evaluation criteria, it may receive a clarification request or a notice of rejection. However, ICANN usually provides opportunities for applicants to address deficiencies through additional documentation, clarification, or an extended evaluation process.
In most cases, rejections occur due to technical, financial, or policy non-compliance, not because of the brand name itself. With expert preparation, the likelihood of rejection is minimal.
If an application is finally rejected, ICANN issues a refund according to its fee refund schedule. You can reapply in the next gTLD round once corrections are made.
LdotR helps applicants pre-validate every requirement to avoid such risks and ensure smooth approval.
28. What happens if two departments or subsidiaries want to use the same dotBrand?
Many large organizations have multiple divisions or subsidiaries. In such cases, ICANN requires a single legal entity to hold the dotBrand TLD, but sub-entities can use second-level domains within it.
For example, a company can delegate subdomains such as finance.brand, retail.brand, or group.brand to its internal units. This structure keeps control centralized while allowing flexibility across business lines.
LdotR helps design governance models to ensure compliance, security, and internal collaboration across teams.
29. Can a brand sell or transfer its dotBrand later?
ICANN does not allow sale or transfer of dotBrands like regular domains because a dotBrand is linked to the trademark holder’s identity and responsibility.
However, if the owning company merges or is acquired, ICANN permits controlled re-delegation after evaluation. This ensures the TLD remains tied to a legitimate entity representing the original brand.
The transfer process requires approval, updated legal documentation, and continued compliance with ICANN’s registry agreement.
30. What happens if a brand no longer wants to operate its dotBrand?
If a brand decides to discontinue its dotBrand, ICANN allows voluntary termination of the registry agreement. The TLD is then removed from the root zone of the Internet, and all associated domains stop resolving.
Before termination, the brand must ensure customer communication, data migration, and any redirects are in place. LdotR assists with responsible wind-down and compliance management if such a scenario ever arises.
31. Can a dotBrand operate in multiple languages or scripts?
Yes, brands can apply for Internationalized Domain Names (IDNs) that use non-Latin scripts such as Hindi, Arabic, Chinese, or Cyrillic.
This feature enables brands to connect with regional audiences using their native languages and scripts, improving accessibility and cultural relevance.
For example, a brand could operate both .brand (in English) and .ब्रांड (in Hindi) if it aligns with its strategy.
32. How long does it take to get final approval after applying?
After submission, ICANN’s evaluation and contention resolution process typically takes 12 to 18 months depending on complexity, objections, and technical verification.
For most straightforward brand applications, delegation is expected by 2027. Early and accurate preparation greatly reduces delays.
33. Are dotBrands suitable only for large global corporations?
No. While global companies pioneered the first round, the 2026 round is designed to be more inclusive. Mid-sized and regional businesses can apply too, especially with simplified documentation and digital support from partners like LdotR.
Owning a dotBrand demonstrates digital leadership and brand maturity, regardless of company size.
34. What happens if my dotBrand string matches a generic word?
If your desired string is also a generic term, ICANN will check whether it qualifies as a brand TLD or a generic TLD. For a string to be accepted as a dotBrand, it must match your registered trademark exactly and be used solely for your brand’s operations.
For example, if your company’s trademark is “Sunrise” and you apply for .sunrise, you must show exclusive brand use and ownership rights.
35. Is there a way to monitor competitors’ applications during the process?
Yes. After the submission window closes, ICANN publishes a public list of all applied-for strings. This allows organizations to see who applied for what and raise objections if necessary.
Brands can use this phase to monitor competitors, identify potential conflicts, and plan their response strategies. LdotR helps clients track and analyze this data during ICANN’s “reveal” phase.
Conclusion: The next digital identity revolution starts now
The Internet is entering a new phase where trust, authenticity, and ownership define success. dotBrands are not just another naming option; they represent the future of verified and secure brand communication.
If your organization missed the first round in 2012, this is your opportunity to lead. The brands that act now will define the trusted digital landscape of tomorrow.
Book a free dotBrand consultation with LdotR to prepare your organization for ICANN’s 2026 new gTLD round.Let us help you claim your brand’s rightful space on the Internet, securely and strategically.
Click here for more info: dotBrand Services | LdotR
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