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Look out for .branded domain extensions

Posted by on 19/06/2011

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ICANN is close to approving the addition of more Top Level Domains (TLDs), this time with the focus on brand-specific names such as Coca Cola, Apple, New York City and Marlboro.

The domains are yet another controversial move on the part of ICANN as they expand the domain base to better suit the needs of big corporations. Just recently .XXX and .CO were approved for general use, mainly to help brands establish a name on the web. If the custom domain extensions are approved on Monday, companies are urged to apply for their own TLD because they will only have 90 days in which to do so before ICANN closes to process for what is expected to be a very long time.

Companies were told to purchase the name and redirect it to their present home pages. The cost of each custom TLD is $185,000 and there are a number of requirements which need to be filled. First of all, the companies need to prove their legitimacy before applying for the domain, obviously to prevent fraudulent firms from registering fake domains. Those who do get their extensions approved must have it attached to an active site, and if they ever need to transfer the TLD, all new parties must go through a similar review process.

ICANN also stated that state and city boards are urged to apply for names such as .nyc, .eu, etc. These provide much more potential for businesses within the area who may not have been lucky enough to get a decent .com or .net domain.

While all this may seem like a good idea, how far will ICANN go with expanding their TLD services, will superstars get their own domain extensions one day?

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