Google recently shared its experience operating the .google top-level domain (TLD) on its official blog, encouraging more brands to apply for dedicated .brand domains, which has garnered industry attention. Since acquiring .google in 2012, Google has migrated its websites, including about.google and blog.google, to the domain. The blog illustrates the advantages of brand domains in terms of security, SEO, and trademark protection through real-world examples.
Google stated that .brand domains enhance brand control and trust, particularly in terms of cybersecurity and anti-phishing, reducing the risk of third-party abuse. Furthermore, the optimized migration process has not impacted search rankings. Unlike public domain extensions, .brand domains are exclusively for brand use, helping to build a controllable domain name system and enhance brand consistency and user recognition.
However, industry insiders point out that .brand domains are expensive to operate, requiring significant resources for technical deployment, SEO monitoring, and internal system adjustments. Currently, most applicants are large multinational companies. Furthermore, Google’s move is seen as a prelude to ICANN’s next round of generic top-level domain (gTLD) applications in 2026, with Google hoping to leverage its experience to help businesses mitigate risks.
Overall, Google’s promotion of .brand domains reflects a trend of brands strengthening their digital asset sovereignty, but the current model is more suited to large enterprises with global operations and technical resources. Whether .brand will become a mainstream digital transformation strategy for brands after the domain name application opens in 2026 remains to be seen.
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