How to create a Brand TLD (dotBrand) and get your own domain extension?
In this article, discover what a dotBrand is, how to create your own domain extension, and what its advantages are.
Did you know it’s possible to create your own domain name extension? Just like .LECLERC, .GOOGLE, .AUDI, .BNPPARIBAS or .SNCF, you too can launch your dotBrand. Although this process is complex, it offers significant advantages for your business or brand.
In this article, we’ll cover everything you need to know before getting started: Why, how, and how much it costs to create your own domain name extension.
But first, let’s (re)clarify a few key concepts, to better understand the context and components we’re about to discuss.
What is a domain name, an extension, and what is ICANN’s role?
Before getting into the heart of the matter, it’s essential to review how domain names work.
The domain name – your online address
Your domain name is the postal address of your website: a string of characters that represents an IP address. For example, netim.com is the domain name that corresponds to the IP address 172.66.43.171.
The extension, or TLD (Top-Level Domain)
A domain name consists of a label and an extension, like .COM. There are several types of extensions:
- Country-code extensions (ccTLDs): .FR, .DE, .UK,…
- Generic extensions (gTLDs): .COM, .ORG, .NET…
- New generic extensions (ngTLDs): .SHOP, .PARIS, .MUSIC…
NB: These TLDs will soon no longer be referred to as “new extensions”, since other new TLDs will be introduced in 2027, following ICANN’s second round.
To learn more about the different types of extensions, check out our article “How to choose the right domain extension for your industry?”
ICANN, the organisation overseeing the system
The ICANN (Internet Corporation for Assigned Names and Numbers) is the international organisation responsible for coordinating the domain name system. It approves new extensions and delegates the management of extensions, ensuring technical and administrative rules are followed.
Since 2012, ICANN has allowed companies or organisations to submit an application to open a new extension, through cycles known as “rounds”.
The first round in 2012 led to the creation of over 1,100 new extensions: the ngTLDs mentioned above, including more than 400 Brand TLDs. The second round is scheduled for April 2026, when applications for new TLDs will open for a period of 12 to 15 weeks.
If you want to apply to create a domain name extension in April 2026, you’ll need to submit your application to ICANN, following a strict selection process.
Netim has partnered with Afnic, a recognised body managing 20 top-level domains (.leclerc, .sncf, .museum, .paris…), and the official registry for .FR, to assist companies wanting to create their own brand TLD.
Feel free to contact us via sales@netim.com for more information.
Before diving into practical details, let’s look at the benefits of adopting a dotBrand.
Why create your own extension?
What is a custom extension?
A custom extension, also known as a .BRAND, dotBrand, or Brand TLD, is a domain name extension created and operated by a business or brand for its exclusive use.
What are the benefits of a dotBrand?
Having your own custom domain name extension in your brand’s name offers several strategic advantages:
1. Strengthening your brand image
An extension bearing your name enhances your online credibility and brand power. Each domain created with your extension (for example: e.leclerc, drive.leclerc, location.leclerc, auto.leclerc…) is immediately recognisable and contributes to the overall consistency of your brand identity. Similarly, a Brand TLD also becomes a reassurance and trust signal for customers: no confusion is possible, the site is clearly identifiable, even by search engines, which is a valuable SEO advantage 😉
2. Controlling your digital space
Unlike classic extensions open to everyone, a custom extension is exclusively reserved for its holder, who retains full control over its usage. Not only will the holder never have to wonder whether a domain name is available, but it also enables a fully controlled, secure, and brand-aligned web space. For the anecdote, check out the story behind the .BNPPARIBAS extension (on their website: histoire.bnpparibas 😉).
By defining your own registration and security rules, and deciding who is authorised to register a domain under your TLD, you limit abuse such as cybersquatting, brand usurpation, or phishing campaigns.
3. Organising your ecosystem
The use of a dotBrand can vary depending on the company’s strategy. Some use it actively for their services or communications, while others take a more limited approach. The main use cases include:
-
- Domains dedicated to company services or programs
As seen with Leclerc:e.leclerc,drive.leclerc,location.leclerc,auto.leclerc,parapharmacie.leclerc… Or with Google:news.google,accounts.google,workspace.google,research.google,gemini.google… This allows clear organisation of content and services while keeping the brand identity within the URL. - Domains dedicated to specific locations
Audi, for example, in Germany, created dedicated sites for its dealerships:leipzig.audi,potthoff-hamm.audi,hahn-schorndorf.audi,gehlert-freiburg.audi,loehr-worms.audi… This approach allows customized content and offers while maintaining strong coherence across dealerships under one TLD. - Domains for employees, clients, or partners
Some brands use their TLD exclusively for internal digital services (intranet, internal tools, staff domains), or for platforms dedicated to clients or partners. Their dotBrand becomes a private infrastructure to centralise digital services under a single identity. - Defensive use without active deployment
Some companies register a dotBrand purely for defensive reasons, with no immediate plans to use it. The aim is to protect their brand integrity on the web.
- Domains dedicated to company services or programs
How to create your own extension?
As mentioned earlier, creating a Brand TLD is governed by ICANN, which will open its second application round in April 2026. See the full schedule for ICANN’s next round of applications here.
Key steps to launch your dotBrand
1. Prepare an application file
This file must demonstrate your legitimacy (brand, community, usage), technical capacity, and financial stability. Documentation must be detailed: objectives, technical plan (infrastructure, security, domain management), financial plan…
2. Submit the file to ICANN
Once submitted, your application will be subject to a thorough review (technical, financial, legal). If approved, a contract with ICANN will be signed outlining the registry operator’s obligations. The next steps include setting up the technical infrastructure and preparing for launch.
3. Launch the extension
Once your application is approved and previous steps completed, your TLD will be added to the root servers of the Internet a few months later. Your extension will become functional, and you’ll be able to start assigning domains.
How much does it cost to launch a dotBrand?
Creating and running a Brand TLD represents a significant investment, especially for the initial fees. Here’s a cost estimate:
ICANN application fee: expected to be $227,000 in 2026
ICANN annual management fee: $25,000 / year
Other variable costs to expect: registry provider, legal fees, dispute resolution, communication and launch…
👉 Overall, the estimated total for the first year is $300,000.
As you can see, creating your own TLD is a bold project. If you are considering this, strategic preparation and expert guidance are essential. For a more detailed cost estimate and to receive personalised advice throughout your application preparation process, you can contact us at sales@netim.com. We would be delighted to assist you for your dotBrand launch!
🖊️ Explore all our articles on domain names.
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