A dotBrand (also referred to as a .Brand gTLD) is a top‑level domain that matches a company’s trademark and is operated as a brand‑controlled namespace. In practical terms, it means the brand is applying to run its own extension (the part to the right of the dot), rather than registering a standard domain name.

This is fundamentally different from consumer domain products or promotional registrations. It is an ICANN application process where the applicant becomes (or appoints) the registry operator responsible for the TLD and the policies under it. The 2026 round is handled through ICANN’s TLD Application Management System (TAMS), and applications must be submitted within the official application submission period.

For dotBrand eligibility, ICANN requires the applicant to answer dotBrand‑specific application questions and to submit trademark proof via the Trademark Clearinghouse. Specifically, ICANN states a .Brand applicant must submit one or more TMCH Signed Mark Data (SMD) files to prove the brand name is a registered trademark. ICANN further notes that if the applicant applies for any variant string(s) alongside the primary dotBrand string, those variant labels must align with what’s covered in valid SMD files.

Marcaria brings a rare combination of global trademark expertise and registry‑adjacent experience, helping brands align trademark strategy, ICANN requirements, and long‑term namespace governance. This perspective is especially valuable for dotBrand applications, where trademark scope and domain policy are tightly linked.

Marcaria can help you through the entire application process and partners with a registry back‑end platform to sustain your dotBrand going forward.

To receive information about dotBrand, please contact support@marcaria.com.