The Next gTLD Application Round
More than a decade after the 2012 new gTLD program reshaped the domain landscape, ICANN is gearing up to launch the long-awaited second application round. For brand owners, security teams and digital strategists, this is one of the most significant internet governance milestones in years – and the countdown has officially begun.
ICANN has confirmed that the final Applicant Guidebook (AGB) is expected to be published at the end of this month, marking the most important indicator yet that the next application window is imminent. Under ICANN’s published timeline, the release of the final AGB effectively signals that the application round will open within four months.
If your organisation is considering applying for a dotBrand TLD, or even an industry-defining generic extension, now is the time to move from curiosity to preparation.
A Quick Refresher: Why a dotBrand Matters
Many organisations – from global banks to retail giants – have embraced .brand TLDs. A proprietary TLD gives an organisation complete control over its online namespace, enabling benefits such as:
Security and trust
A closed, authenticated namespace dramatically reduces phishing, abuse and impersonation risks.
Customer experience:
Memorable, intuitive URLs like shop.brand or id.brand enhance navigation and clarity.
Governance and compliance:
A dotBrand offers a cleaner, more enforceable domain footprint, lowering risk and administrative cost.
Innovation:
New ways to deliver campaigns, loyalty programs, staff profiles, and locatisation.
Additional considerations include reducing reliance on third-party domains and enabling more precise internal governance and stronger IP protection.
New Signals: Brand Holders Are Preparing to Move
One of the clearest indications of momentum is that major global brands have started publicly signalling their intention to apply. Salesforce – one of the largest cloud and CRM companies in the world – recently confirmed they plan to pursue their own dotBrand in the upcoming round.
This kind of industry leadership mirrors the pattern we saw in 2012, when early adopters like Google, Audi, BNP Paribas and Canon secured a strategic advantage with their own applications.
We expect the coming months to bring many more declarations of intent, particularly from:
- Large consumer brands seeking trust and global alignment
- Financial services providers tightening security and identity protections
- Technology companies exploring innovative namespace ecosystems
- Enterprises with complex global portfolios wanting governance and centralisation
A Surge in Security-Led Interest
One of the biggest differences this time around is the surge in interest from security-focused stakeholders, particularly those responsible for:
- Identity and access management
- Critical infrastructure protection
- Fraud prevention
- Customer authentication flows
- DNS, DMARC and enterprise-wide security architecture
A closed, authenticated TLD gives security teams capabilities that simply aren’t possible on the open DNS such as:
- Zero-abuse environments, where every domain is authorised
- Infrastructure-wide naming standards
- Controlled subdomain issuance
- Reduced phishing surfaces
- Stronger DNSSEC and HSTS enforcement
- Better lifecycle governance for digital assets
The Clock Is Ticking - Especially for Trademark Preparation
One of the most overlooked aspects of preparing for a new gTLD application is the IP and trademark requirement framework.
To secure a dotBrand or to avoid application contention, organisations must ensure:
- Required trademarks are registered
- Trademark coverage matches the intended string
- Global IP strategy is aligned with naming strategy
- Evidence of use is ready (if needed for validation)
Given typical trademark registration timelines, organisations that have not yet begun this work may already be cutting it close. For companies wanting to apply for a brand-matching string, trademark readiness could make or break eligibility.
What’s Happening Next? The ICANN Timeline
We are now entering the critical transition from preparatory consultation to formal launch activities.
The next major milestones are:
- Final Applicant Guidebook published (end of this month)
- Application window opens approximately four months later – April 2026
- Application window remains open for three months
- Evaluation, objections, and contention resolution follow
- First delegations expected in 2027
Based on this, organisations effectively have a six-month runway to complete their internal readiness.
Final Thoughts: If You Are Considering a dotBrand, Start Now
This is the closest the industry has been to a new application round in more than ten years, and all indicators point to high levels of competition and interest.
Brand holders who begin their readiness now – trademark work, internal alignment, business case development, use-case modelling and naming strategy – will be best positioned to secure their preferred string and avoid delays when the window opens.
If your organisation wants guidance on feasibility, internal planning, or a complete one-stop application service, our team is ready to help.
How Brandsec Helps Applicants Prepare
Brandsec has been supporting Australian and global organisations through dotBrand strategy, preparation and implementation for over a decade. Drawing on a structure process – from feasibility and stakeholder planning through to application writing, submission, evaluation workflows and delegation – we help customers manage the entire lifecycle of a .brand TLD
For Round 2, we will be offering a full end-to-end, one-stop application and registry-management service, including:
- Strategic assessment and feasibility
- Internal stakeholder planning and use-case development
- Application drafting, submission and portal management
- Handling of all ICANN questions and clarifications
- Pre-delegation testing
- Launch planning, governance models and policy development
- Ongoing registry operations, compliance and monitoring
We deliver the entire solution – from strategy through to delegation and long-term registry management – under a single coordinated framework. Please get in touch if you’d like to know more.
