Brands have a rare chance to apply for their own gTLD: Here's why it matters

The Internet offers immense opportunities, especially for brands that understand how to harness its potential. Recent research carried out by the Internet Corporation for Assigned Names and Numbers (ICANN), surveying more than 2,000 marketing leaders across eight key markets, found that 54 percent are primarily focused on increasing brand awareness and visibility. Improving customer retention (45 percent) and expanding into new markets (40 percent) are also high on their agendas. More than 90 percent of marketing leaders globally recognise online branding as extremely or very important, making digital presence a clear priority.

However, many brands may not be fully aware of a significant opportunity to further differentiate themselves online through generic top-level domains (gTLDs).

A new chapter in the Internet's evolution

For nearly fifty years, the Internet has driven global growth, connecting more than 5.5 billion people and fostering economic development, particularly in emerging regions. The Domain Name System (DNS) has been central to this expansion, translating complex numerical IP addresses into memorable domain names that serve as digital storefronts.

Traditionally, the system has relied on domain names based on the English language, often limited to three-character endings such as .com, .org, or .net. These have been essential building blocks of the Internet, but the global Internet community has also worked to make the DNS more inclusive and accessible by enabling domain names in local languages.

The upcoming gTLD round will allow applications for domains in 26 different scripts, representing more than 380 languages. New gTLDs can also be longer than three characters.

In April 2026, the New Generic Top-Level Domains (gTLD) Program: Next Round will open for applications. This marks the first opportunity in over a decade for businesses and individuals to apply to operate a new gTLD. 

An untapped asset for brand building

New gTLDs offer powerful tools for commerce and communication. They can reinforce a brand, spotlight a geographic region, reflect a societal cause, or open new channels for customer engagement. Brands can operate their own gTLD to signal their purpose clearly and provide a direct link between their brand and online presence.

Operating a gTLD also offers greater control and trust. A brand that controls its own gTLD can provide users and customers with additional confidence in its security and legitimacy. For example, Microsoft uses its .microsoft TLD to ensure URL consistency, security, and brand recognition, advantages that are not possible under an open gTLD.

Over half of marketing leaders see gTLDs as key to stronger digital identities 52% see enhanced branding, 48% value them for targeted strategies. In emerging markets, the impact is higher: 74% in Nigeria and 61% in India see strong branding benefits.Among the 92% who see value in gTLDs, top benefits include brand differentiation (46%), customer trust (45%), online control (44%), and improved SEO (44%).

As artificial intelligence reshapes how consumers search online, a custom gTLD can help brands stand out and become more discoverable in an increasingly competitive digital space.

Building trust and closing the gap

In today’s digital landscape, trust has become paramount. Establishing and maintaining digital trust is more critical than ever.Operating a gTLD gives organisations complete control over their domain ecosystem. This level of authority allows them to create a consistent and trustworthy digital environment that fosters confidence among customers and users. A gTLD enables the operator to control all domains under that extension, further reducing risks related to online authenticity.

While 52 percent of marketing leaders see strong branding potential in gTLDs, only 19 percent report that their organisations have applied for one. This highlights a clear gap between interest and implementation. Challenges include limited time or staff resources, unclear return on investment, and perceived security risks, each identified by 24 percent of respondents.

To help address these gaps, new resources and support mechanisms are now available to guide organisations through the application process. One example is the Applicant Support Program (ASP), which offers both financial and nonfinancial support to eligible applicants. New gTLD applicants may also want to outsource technical operations, and there are more than 30 companies that offer these services. Known as Registry Service Providers (or RSPs), these firms can help ensure a smooth and efficient TLD setup and management process. 

Preparing for the Internet’s future

gTLDs are unique digital assets that offer opportunities for meaningful and innovative brand-building. Whether a brand wants to reinforce its identity, spotlight a geographic region, promote a social cause, serve new markets with Internationalized Domain Names, or create a business based on domain name offerings, a gTLD provides a powerful platform to achieve these goals.

For businesses, the potential applications of a gTLD are limited only by imagination.Companies operating in specific countries, sectors, or niche markets can use a gTLD to create an exclusive, descriptive, and memorable digital identity.

By understanding the strategic value of gTLDs and preparing to take advantage of this rare opportunity, brands can position themselves at the forefront of the Internet’s next phase of evolution.

Samiran Gupta

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Samiran Gupta is Vice President, Stakeholder Engagement and Managing Director, Asia Pacific at ICANN.