From April 30, 2026, the possibility of requesting new domain extensions opens. This process, which had not occurred since 2012, once again places at the center of the debate a decision with a high strategic impact for companies: to operate under their own top-level domain, that is, to adopt a .brand instead of depending on generic extensions such as “.com” or territorial ones such as “.es”. The application period will remain open until August 12, offering companies the option to take a further step in managing their online presence. A context marked by security and digital trust. The reopening of this process is not accidental. The sustained increase in risks on the internet has highlighted the need to strengthen mechanisms for identifying and protecting brands in the digital environment. In Spain, recent data shows a clear trend: cybersecurity incidents continue to grow, with a particular impact from online fraud and phishing. In this context, phenomena such as cybersquatting (the registration of domains by third parties that reproduce or imitate other brands) continue to represent a relevant threat to companies in all sectors. Given this situation, .brand domains are presented as a tool that allows companies to strengthen their digital identity and create a safer environment for the user. By operating under its own extension, the brand establishes a controlled space in which the authenticity of the content is more easily recognizable. What does operating under a .brand domain entail? Adopting a .brand domain represents a significant change from the traditional domain management model. Although these extensions are compatible with existing ones, they introduce a key difference: the company gains direct control over all domain names generated under its own extension. This means that: The risk of third parties registering similar domains under that extension is eliminated. Legal certainty in online brand management is strengthened. User confidence is improved by unequivocally identifying the business origin of the website. Competitive advantages of .brand domains Beyond protection, .brand domains offer a number of strategic advantages that can have a direct impact on the company's positioning: Unambiguous digital identity A custom domain allows you to build an online presence that is completely aligned with the brand, eliminating ambiguities and reinforcing its recognition. Greater user confidence In an environment where credibility is a critical factor, having your own extension makes it easier for the user to clearly identify that they are interacting with the legitimate company. Flexibility for campaigns and projects. .brand domains allow for the development of more coherent and memorable naming structures for campaigns or projects, increasing their commercial appeal. Impact on visibility and positioning Although it is not the only factor, consistency and clarity in domain architecture can contribute positively to the digital positioning strategy and the overall visibility of the brand. Is this a solution for all companies? Despite their advantages, .brand domains do not appear, at the moment, to be a universal option. Its adoption is conditioned by one main factor: cost. The application fee can be around $220.000, plus an estimated annual maintenance fee of about $25.000. This level of investment places this figure, in principle, within the realm of large corporations. However, we will have to see how these costs evolve in the future. Main challenges in applying for a .brand domain The process of obtaining a .brand domain not only involves a significant financial investment, but also prior strategic planning. Among the main challenges are: Having the trademark registered in the Trademark Clearinghouse. The TLD (Top-Level Domain) must be identical to the registered trademark. Having the appropriate economic and technical capacity to manage your own domain termination. Therefore, rather than an isolated decision, this is an initiative that must be integrated into a global brand and online presence strategy. A long-term strategic decision The opening of the new domain application process represents a relevant opportunity for those companies seeking to strengthen their digital positioning from a structural perspective. .brand domains are not simply an alternative to traditional extensions, but a tool that allows companies to take greater control over their online identity, reduce risks associated with misuse, and build safer and more recognizable digital environments.   José Ignacio San Martín, Associate Partner in the Brands area of ​​Elzaburu.

The associate partner of ELZABURU, Miguel Ángel Medina, contributes his experience in trademark protection, in a round table with various experts in the field of domain names. Source: Elzaburu. Barcelona Author/s: Miguel Ángel Medina González

ELZABURU is pleased to invite you to a working breakfast where the main conflict resolution policies in the field of domain names will be discussed, as well as the best trademark protection procedures in relation to their use as a .es domain. The associate partner of ELZABURU, Miguel Ángel Medina, contributes his experience in trademark protection, in a round table with various experts in the field of domain names. Date: 23.10.2018/09/00 Hours 10:45 a.m. to 216:9 a.m. Place: ELZABURU. C/ Rosellón, XNUMX, XNUMXº, Barcelona. Source: Elzaburu. Barcelona Author/s: Miguel Ángel Medina González

The ELZABURU firm has had the pleasure of collaborating with the Thomson-Reuters Aranzadi publishing house on the work Fashion Law, a pioneering treatise in Spain on fashion law. This chapter offers a panoramic view of the protection of domain names, websites and social networks in the world of fashion. Published by Aranzadi Source: Fashion Law, pp. 223-233 Author(s): Javier Fernández-Lasquetty Quintana, Alba Maria López López, Carolina García de la Rasilla Arambarri, Martín Bello Castro