Brand Names as Generic Top Level Domains

The good news: companies who would want to further strengthen their brands could have the company or brand name as generic Top Level Domain (gTLD), which currently stands at 22 and includes .com, .net, .org, .gov, .edu, .mil, .biz, .coop, among others. That means that the Philippine Long Distance Telephone Company could have .pldt, instead of, Smart with .smart instead of , and Globe with .globe instead of (which currently is difficult to access). Or GMA7 could have .gma instead of and ABS-CBN could have .abs or .abscbn instead of

According to news release of the International Corporation for Assigned Names and Numbers (ICANN),  a non-profit entity that manages the Domain Name System (DNS) and Internet Protocol (IP) addresses: “ICANN’s Board of Directors has approved a plan to usher in one of the biggest changes ever to the Internet’s Domain Name System. The Board vote was 13 approving, 1 opposed, and 2 abstaining.”

Now, the bad news for us mortals. The gTLD is 185,000. That’s in US dollars. And that’s just the gTLD evaluation fee. New gTLDs applications will be accepted from 12 January 2012 to 12 April 2012.

“Established corporations, organizations, or institutions in good standing may apply for a new gTLD. Applications from individuals or sole proprietorships will not be considered. Applications from or on behalf of yet-to-beformed legal entities, or applications presupposing the future formation of a legal entity (for example, a pending Joint Venture) will not be considered.” (gTLD Applicant Guidebook, [30 May 2011])

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