Now that that TLD Application window is open, the BRG is tracking a clear shift: organizations are adopting dotBrands for customer portals, authenticated marketing channels, and IoT device identity because these use cases drive measurable gains in trust and simplify identity management. Early ROI signals include higher user trust scores and reduced friction in authentication workflows. Brand Registry Group provides practical guidance to help dotBrand holders and prospective applicants...

With the next round of the New gTLD Program now open and accepting applications, this presents a crucial opportunity for brands considering a .BRAND top-level domain. dotBrands provide organizations with a distinctive path to enhance digital trust, reinforce brand authenticity, support secure customer engagement, and create a more controlled online environment. The BRG is proud to represent and support brand registry operators as the program progresses, and we welcome discussions with current...

For dotBrand owners, trust is the product. Every interaction—sign-in, checkout, customer support, email, and critical notifications—depends on users believing they are engaging with the real brand. In today’s threat environment, that trust is constantly tested by lookalike domains, spoofed websites, and increasingly sophisticated phishing campaigns. A brand-controlled top-level domain (TLD) gives organizations a powerful advantage: the ability to create a verified, consistent, and secure...