ICANN, the organization that determines how to coordinate Internet names is planning to launch brand top level domains. Some of the generic top level domains that exist today include .com, .org, and .edu. Some of the top brand top level domain names may include .apple or .coke. ICANN believes this would be a way for major brands to gain more control of the Internet presence. The cost of buying these brand top level domain names are pretty high though.
To apply for a top level brand domain name, it would cost $185,000 to apply. The individuals and organizations would have to show legitimate proof that they are a major part of that company.
“We’re advising people to buy their brands, park them and redirect visitors to their existing site, at the very least,” stated Theo Hnarakis, an executive at Australian domain name registration company Melbourne IT DBS. Melbourne IT DBS has over 3,500 customers that include LEGO and Volvo. The big question about these changes is whether companies would pay to have a top level domain name or if they are just content with the .com associated with their brands.