A new application round for generic top-level domains (nTLDs) is on the horizon. According to current plans, ICANN is expected to open the application window as early as the second quarter of 2026. For companies and brand owners, this marks a rare opportunity to secure their own brand-specific domain extension – a so-called dotBrand. The time to prepare is now.
A recent article by DOTZON GmbH highlights the value of brand TLDs through the example of Stada AG, which operates under its own extension .stada. The company uses domains such as Canna.stada for cannabinoid information and Biosimilars.stada to share insights on biosimilars. Another domain provides detailed information on the company’s internal structure. These examples underline how a custom TLD can serve as a powerful tool for brand communication and digital control.
Beyond brand visibility, owning a dotBrand also enhances online security. A dedicated domain space ensures full control over subdomains and protects customers and stakeholders within a verified, secure environment. This is why companies like Canon Inc. have transitioned their email communications entirely to Mail.canon, reducing risk and reinforcing trust.
While the application window might only stay open for a few weeks in 2026, the process of preparing a successful bid is complex and time-sensitive. Experts like DOTZON, Brandshelter, and Lemarit offer guidance throughout the planning and implementation phases. The roadmap published by TLDz, “Roadmap to Acquire Your TLD in 2026: Concept to Reality”, provides a useful framework, though time is running short.
For companies serious about owning a piece of the internet under their own name, the clock is ticking.
News Source:domain-recht，This article does not represent our position.
