The Future of Brand TLDs After ICANN 2026

## The Future of Brand TLDs After ICANN 2026 The internet's address space is about to expand again. ICANN's next New gTLD application round — commonly referred to as the "2026 round," though the precise timeline remains in flux — will be the first opportunity since 2012 for new entrants to apply for Brand TLD (.brand) extensions. It will also be the first opportunity for existing brand TLD holders to apply for additional strings and for the internet governance community to incorporate lessons from twelve years of New gTLD experience. This guide examines what is known about the 2026 round, what types of brands are expected to apply, and how the brand TLD market is likely to evolve through the end of the decade. TLD Finder ## The Timeline As of early 2026, ICANN has completed most of the preparatory work for the new application round: - **Applicant Guidebook development**: The 2026 Applicant Guidebook has gone through multiple public comment periods. The document defines eligibility requirements, application procedures, evaluation criteria, and fee structures. - **Expected application window**: ICANN has targeted late 2026 for the formal application window, though this could slip to early 2027 depending on final policy approvals. The organization aims to process applications faster than the 2012 round, which took 5+ years in some cases. - **Delegation timeline**: ICANN has committed to a faster delegation process, with a target of delegating successful applications within 18–24 months rather than the 3–5 years typical of the 2012 round. The expected application fee is $200,000–$250,000 (final amount not published as of early 2026), reflecting inflation and improvements in the review process. ## Who Will Apply: Expected New Brand TLD Applicants ### Technology and AI Companies The technology sector will generate the most new brand TLD applications in 2026, particularly from companies that either did not exist in 2012 or were too small to apply. This includes: **AI-native companies**: The explosion of AI startups since 2022 has created a large cohort of well-capitalized technology companies with strong brands. Companies in the $1 billion+ valuation range that have not yet secured their brand TLD are likely applicants. This includes major AI platforms, infrastructure providers, and enterprise software companies. **Cloud and developer platforms**: Development tool companies, cloud platforms, and developer-focused SaaS businesses that grew significantly after 2012 are candidates. The commercial success of New gTLD extensions like `.dev` and `.app` (operated by Google) has demonstrated to this audience that developer-community TLDs have real value. **Semiconductor and hardware companies**: Major chip designers and hardware manufacturers that missed the 2012 round are expected applicants. ### Asian Conglomerates The 2012 application round was heavily weighted toward American and European brands. Asian corporations — particularly from Japan, South Korea, China, and India — applied in smaller numbers than their global market position would suggest. **Japanese companies**: Major Japanese corporations in consumer electronics, automotive, financial services, and insurance that did not apply in 2012 are expected to participate in 2026. Japan's tradition of methodical, consensus-based decision-making meant that many companies needed the twelve-year period between rounds to build internal consensus for brand TLD applications. **Korean chaebols**: Samsung Electronics, LG, Hyundai, and SK Group all applied in 2012. Other major Korean conglomerates that did not may participate in 2026. **Chinese technology companies**: China-based technology companies face some complications with ICANN processes related to Chinese government internet policy, but major global-facing brands — those that operate primarily in international markets — are expected applicants. **Indian conglomerates**: Tata Group, Infosys, Wipro, and Reliance Industries are examples of major Indian brands that may apply. The Indian technology sector in particular has grown enormously since 2012. ### Financial Services and Healthcare Both sectors applied conservatively in 2012. New applicants in 2026 are expected from: - **Regional banking groups**: Major banks from markets not well-represented in the 2012 round (Southeast Asia, Latin America, Middle East) - **Fintech companies**: Stripe, Plaid, Adyen, and similar high-valuation fintech companies that barely existed in 2012 - **Health insurance and healthcare systems**: US healthcare systems in particular, motivated by CMS rules requiring more transparent patient-facing digital communication ### Sports and Entertainment Major sports leagues, media companies, and entertainment studios that missed 2012 are potential applicants. The `.nba`, `.nfl`, and similar brand TLDs are held by their respective leagues; other sports organizations may apply in 2026. ## Policy Changes in the 2026 Round ICANN has incorporated lessons from the 2012 round into the 2026 process. Key policy changes relevant to brand TLD applicants include: ### Faster Processing ICANN has committed to a significantly faster evaluation and delegation process. The 2012 round's multi-year delays were a source of industry frustration and led to strategic uncertainty for applicants. The 2026 round targets a maximum of 24 months from application close to delegation for straightforward brand applications. ### Minimum Use Requirements ICANN has debated whether to impose minimum use requirements on delegated Brand TLD (.brand) extensions — particularly for extensions that have been delegated but never deployed. The concern is that large numbers of unused TLDs are a waste of DNS Root Zone capacity and ICANN administrative resources. The 2026 Applicant Guidebook is expected to include some form of deployment commitment requirement, though the specific metrics and enforcement mechanisms remain debated in the policy community. ### Geographic String Protections Following the `.amazon` dispute (see the dedicated case study guide), ICANN has strengthened its geographic string protection process for the 2026 round. Brand applicants whose applied-for strings have geographic significance can expect more robust early-warning mechanisms and potentially more stringent objection procedures. Case Study: The .amazon Battle ### [[Sunrise-period]] and Trademark Rights The Sunrise Period — the initial registration period during which trademark holders can register their marks before general availability — is a feature of open-registration New gTLD extensions, not brand TLDs (which are fully restricted). However, the 2026 round includes enhanced trademark clearinghouse procedures that will affect how brand TLD applicants document their trademark rights during evaluation. ### IDN (Internationalized) Brand TLDs The 2026 round will include provisions for IDN (Internationalized Domain Name) (Internationalized Domain Names) brand TLD applications — brand TLDs written in non-Latin scripts. This is significant for brands that operate primarily in Chinese, Arabic, Hindi, Japanese, or Korean — they can apply for their brand name in their primary script rather than a Latin transliteration. Major brands in Chinese, Japanese, and Korean markets are expected to apply for IDN Brand TLD (.brand) extensions alongside or instead of Latin-script versions. ## The Evolving Use of Existing Brand TLDs As the 2026 round approaches, existing brand TLD holders are also reevaluating their deployment strategies. Several emerging use cases are attracting serious investment: ### Product Authentication The brand authentication use case — using Brand TLD (.brand) URLs in product NFC tags, QR codes, and packaging for authenticity verification — is moving from concept to implementation in the luxury, pharmaceutical, and electronics sectors. This is expected to drive increased active use of previously dormant brand TLD extensions. ### Zero Trust Network Architecture Corporate network security teams are exploring Brand TLD (.brand) namespaces as components of Zero Trust network architectures, where device authentication is tied to internal DNS resolution. A company that issues `laptop-serial-12345.brand` as an internal DNS address for each managed device gets cryptographic authentication at the DNS layer. ### AI and Chatbot Interfaces As conversational AI interfaces become primary interaction points for many brands, URL-based authentication becomes more rather than less important. Consumers interacting with AI-powered customer service need assurance that they are communicating with an authentic brand system. Brand TLD (.brand)-based verification could become a standard component of enterprise AI deployment. ## Market Evolution Projections Industry analysts project the following for brand TLDs through 2030: | Metric | 2026 (current) | 2030 (projected) | |---|---|---| | Total delegated brand TLDs | ~560 | ~900 | | Actively used brand TLDs (10+ domains) | ~200 | ~450 | | Annual ICANN fee revenue from brand TLDs | ~$14M | ~$22M | | Average domains per active brand TLD | ~35 | ~85 | The overall trajectory is toward more active use, driven by the product authentication and Zero Trust use cases. The proportion of brand TLDs with zero deployment is expected to decline from ~35% to ~20% as ICANN implements minimum use requirements and as organizations invest in brand TLD infrastructure for security applications. Brand TLD ROI: Is $185K+ Worth It? What Is a Brand TLD? The Complete Guide ## Recommendations for Brands Evaluating 2026 Applications **Apply early in the window**: The 2012 round processed applications roughly in order of receipt. Early submission minimizes the risk of being affected by policy changes that occur during a long processing period. **Prepare the trademark documentation**: The 2026 evaluation process places heavy emphasis on verified trademark rights. Brands should audit their global trademark portfolio before applying and identify any gaps that need to be filled before submission. **Have a deployment plan ready**: ICANN's minimum use requirements mean that applicants should have specific deployment plans — not aspirational visions — at the time of application. Document which specific digital properties will be migrated or created under the brand TLD namespace, and on what timeline. **Engage with the ICANN community process**: The policy community around ICANN is small and influential. Brands that engage with the policy discussions — through the Business Constituency, the Registry Operator community, or direct public comment participation — gain insight into requirements before they are finalized. **Budget for the full decade**: Use the cost models developed from the 2012 round (see the brand-tld-roi-analysis guide) to budget realistically for ten years of operation. The application fee is the smallest component of total cost. ## Conclusion The 2026 New gTLD round represents the most significant opportunity for brands to acquire their own TLD (Top-Level Domain) since 2012. Lessons from the first round have made the case for and against brand TLD investment considerably clearer. Brands with strong consumer recognition, anti-counterfeiting needs, significant offline advertising spend, and organizational capacity to sustain deployment will find the investment justifiable. Others should carefully evaluate whether the costs are proportionate to the benefits in their specific context. The brand TLD landscape through 2030 will be shaped by the intersection of new applications, enhanced use cases (particularly product authentication and enterprise security), and ICANN's evolving governance framework. For brands that engage thoughtfully with this landscape, the domain name system offers a form of digital sovereignty that no other channel can provide. Domain Cost Calculator