Market Briefs

Perspectives, Strategies and News

Stay Abreast of Your Market Peers

The explosion of new Top Level Domains and the advent of the .Brand TLD registries have generated exciting new brand innovation use cases. Whether you own your own registry or are still in evaluation mode, our Market Briefs will give you the big picture and deep-dive details to successful domain management and execution.

April 2020

In the first quarter of 2020, we are seeing how digital teams are learning to create more value with their Brand TLDs. We are showcasing examples of sophisticated use in three areas.

  • Microsites are evolving from splash pages to rich digital experiences,
  • URL Shorteners are being adopted to improve visible brand trust and resulting click through rates, and
  • Redirects are being used widely as a means to elevate quality hidden content buried on flagship web properties.
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January 2020

Brand innovators outpaced their slower-to-adopt peers in 2019 use cases for Brand TLDs. While Brand TLD domain growth is up over 80% since the start of 2018, it’s clear that leading brands are focusing on quality of execution, leveraging the power of their brand registry to better engage customers and stakeholders.

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October 2019

High-profile brands like AIG, Shell, Canon and KPMG continue to roll out compelling Brand TLD use cases. Also, for digital leaders looking for a stronger Brand Registry business case, learn about the new Killer App: Security & Compliance anchored on the trust of the Brand Registry.

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August 2019

Highlights: ICANN has published next steps in the planning for the long-awaited opening of the 2nd Round TLD expansion program. Companies shut out of the first round will be able to apply for their proprietary TLD and join the many innovative brands that have launched compelling use cases with their own Brand TLD.

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April 2019
  • Over 175 Brands are now active, using their proprietary, trusted namespaces.
  • 11  of the 12 newest Brand TLD domains are redirect domains.
  • Redirect domains can be brand-memorable,  user-engaging experiences.
  • Check out how Bing, Beats, Chase, and others are using their Brand TLD assets.
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January 2019

2018 saw continued high growth in deployment of Brand TLD domains across vertical sectors. This month’s Market Update looks at 2018 in review, highlighting some of the most effective use cases for Brand TLDs from brand leaders including Apple, KPMG, Audi, Vanguard and others.

View and be inspired by the examples that helped drive a 56% increase in Brand TLD live domain deployment in 2018.

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October 2018
  • Growth of Brand TLD Domains, year-to-date
  • Brand TLD Microsites on the rise
  • All-new Brand TLD use cases launched since July, 2018
  • Updated resource links for domain and DNS security and performance
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July 2018
  • Why Marketing needs to step up and own brand trust
  • # of live Brand TLD websites as of June 2018
  • # of Brand TLD redirects as of June 2018
  • # of Brand TLD domains registered as of June 2018
  • Check out all-new Brand TLD use cases launched April-June 2018
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April 2018
  • How Brand TLDs can prevent homographic phishing attacks.
  • # of live Brand TLD websites as of March 2018
  • # of Brand TLD redirects as of March 2018
  • # of Brand TLD domains registered as of March 2018
  • Check out 10 Brand TLD use cases launched Jan-March 2018
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January 2018
  • If your digital brand is an active innovator or a passive defender
  • How to improve the trust in your digital brand
  • # of live Brand TLD sites as of January 2018
  • # of Brand TLD domains registered as of January 2018
  • 10 new Brand TLD use cases launched in the last quarter
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October 2017
  • Why enterprise domain security has gained the spotlight
  • How recent domain catastrophes could have been avoided
  • The number of Brand TLD websites as of October 2017
  • The number of Brand TLD domains registered as of October 2017
  • 10 new Brand TLD use cases to capture your imagination
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July 2017
  • Why domains and glaciers are similar
  • The # of live Brand TLD websites
  • The # of Brand TLD domains registered
  • 10 new brands utilizing a Brand TLD
  • Brand TLD resources: articles, whitepaper, education, use cases
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March 2017

In the first quarter of 2017 brands such as Audi began deploying Brand TLD use cases at an exceptional pace, registering over 500 .audi domains.

We learned from Major League Baseball and the NHL’s Content and SEO Strategist that incorporating a Brand TLD with your overall marketing strategy presents a compelling use case that optimizes brand digital engagement and SEO.

Download Authentic Web’s Brand TLD Market Brief to learn:

  • The number of New gTLD domains registered.
  • The number of Brand TLD domains registered.
  • 10 new Brand TLD use cases from well-known brands including
  • How to improve brand digital engagement and SEO using a Brand TLD.
  • 5 educational resources about the Brand TLDs.
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January 2017

At the close of 2016, we reported 110 brands with an active brand TLD domain showcased on and 60,000+ brand TLD domains registered.

Clearly, a growing number of digital leaders are learning and gaining an advantage in this space.

Download our New TLD Market Brief to stay ahead of the market and learn:

  • The number of New gTLD domains registered.
  • The number of Brand TLD domains registered.
  • 10 active Brand TLD examples from well-known brands including
  • The number of active brands by industry and geographic region.
  • 5 article resources about the Brand TLDs from Q4 2016.
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September 2016

Learn how leading international brands are utilizing new Top-Level Domains (TLDs) to create innovative and differentiated experiences to stand out from the competition:

  • Total New and Brand TLD registrations.
  • Brand TLD statistics – March to September 2016
  • Quick view of 7 new TLD use cases activated by brands
  • Selected TLD articles from the past 90 days
  • Schedule an education session catered to brand digital leaders

Want to learn more? Visit to see a showcase of over 70 active Brand TLD deployments.

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July 2016

This Market Brief features a Brand TLD analysis of 68 brands showcased on Brand TLD dot News. In our research of these Brand TLDs we found:

  • 3,920 second-level domains registered.
  • 351 domains ‘in market‘ or indexed by Google.
  • 4 use case types: redirect, dedicated presence, brand label home, and full transition.
  • 29% of brands utilize more than one use case.
  • 1 brand received our Gold Star, setting an example for a best practice Brand TLD deployment.
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March 2016
  • More Brand Registry innovators including .Fox, .Microsoft, .BMW etc.
  • Brands with > 25 Brand Registry domains registered grows.
  • Over 14 million new TLD domains now registered.
  • New TLD articles from Forbes and the World Trade Review etc.
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November 2015
  • Total new TLDs registered: Now over 10 million domains registered. WOW!.
  • Total brand TLDs: 526 proprietary brand registry agreements are now signed.
  • Early brand TLD Innovators: Apple, Sony, Google and several other brands launch initiatives with new TLD brand labels.
  • Is your brand a Leader or a Follower? Risk and Reward: Social Proof first or Lead? Our CEO comments on the brand TLD innovation. PLUS – What is your .BrandIQ?
  • New TLD Articles: Curated articles about the new TLDs from Tech Crunch, Yahoo Finance, Forbes etc.
  • New TLD White Paper: A link to get the white paper. Educate your executives.
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July 2015
  • Financial Services Industry as First Movers
  • The Brand Registry is the Best Defense
  •  Brand Leaders and Innovators
  •  New TLD Articles
  • Line of Business TLDs
  • Delegated TLDs
Link to Brief
June 2015

Market momentum is building with some of the world’s biggest brands including Barclays, General Motors and The Hunger Games innovating using new TLDs and mainstream media such as NBC News and Adweek reporting on the New TLD Era.

Topics covered are:

  • Total New TLDs Registered
  • New TLD Articles
  • Line of Business TLDs
  • Delegated TLDs
Link to Brief