Domain names have long since ceased to be merely an address for accessing a website. For many companies, they are part of their digital identity and brand protection strategy, which leads them to register the same name under different extensions—whether to operate in different markets, strengthen their online presence, or prevent third parties from occupying relevant spaces.
This map, which is already extensive, is about to grow even larger. At the end of the second quarter of 2026, there were more than 400 million registered domain names worldwide, with .com alone accounting for more than 166 million. Finding a short, recognizable address that aligns with a brand is becoming increasingly difficult.
In this context, what comes after the dot is beginning to take on a new dimension. It’s no longer just about finding an available domain name; it’s about using your domain to set yourself apart and convey who you are or what you do.
.brand domains: when the brand moves to the other side of the dot
This year we have seen another significant step in that direction. Between April 30 and August 12, ICANN—the organization that coordinates the global domain name system—opened, for the first time since 2012, a new application window for new top-level domains. Among the various possibilities are the so-called .brand domains: extensions in which the brand name itself takes the place traditionally occupied by .com.
The difference compared to registering a conventional domain is substantial. A company that applies for a .brand domain is not simply registering a web address, but rather aiming to operate under its own domain extension. A company could create addresses such as corporate.brand, customers.brand, or store.brand, thereby maintaining control over the digital space associated with its own domain extension.
It is therefore not an option comparable in cost or complexity to registering a .com domain. The base evaluation fee set by ICANN for submitting an application in this round was $227,000, to which must be added the technical and operational costs required to maintain and manage that top-level domain. It is a strategic decision intended primarily for organizations with sufficient resources, scale, and brand identity to justify it.
New domain extensions: .dot, .eat, .fly, and .here
But domain customization doesn't end there. This summer also marked the public launch of .dot, a domain extension that expands the options beyond traditional endings like .com. Its Sunrise period—reserved for trademark holders validated by the Trademark Clearinghouse (TMCH), who can register domains matching their trademarks during this phase—began on July 21; it will be available to the general public starting November 2.
And the next step could be even more interesting: having the domain name identify not only the brand but also the industry in which it operates.
On September 1, the Sunrise period began for three domain extensions managed by Google Registry that are now opening to the public; the Sunrise period for these extensions is also reserved for holders of trademarks validated through the Trademark Clearinghouse:.eat, aimed at the restaurant, culinary, and food industries; .fly, related to travel and aviation; and .here, designed for location-based businesses and services. Following an early access phase in November, all three will be available to the general public starting November 17.
Let's consider some simple examples. A company called Atlas could operate in numerous industries. atlas.fly immediately makes it clear that this is a travel-related business, while sabor.eat places a brand in the culinary sphere even before you visit its website. These are hypothetical examples, but they clearly illustrate the shift: the domain extension is becoming part of the URL's meaning.
In addition, the costs are much closer to those of a conventional domain. The first price estimates published by some registrars for .eat, .fly, and .here start at around $22 for the initial registration, although prices will depend on the registrar, the launch phases, renewals, and whether the names are considered premium.
What are the benefits of registering a trademark with the Trademark Clearinghouse?
Its main advantage is access to the Sunrise periods that precede the general release of new top-level domains. During this phase, trademark holders verified through the Trademark Clearinghouse who meet the Sunrise requirements can apply for domains that match their trademarks before they become available to the general public. This early access does not, however, guarantee that the domain will be granted; this will depend on the rules of each registry and the possible presence of other legitimate claimants.
The TMCH also supports the Trademark Claims service. During the relevant period, anyone who applies for a domain name that matches a trademark registered with the TMCH receives information about existing trademark rights and must confirm that they wish to proceed. The notice does not block the registration nor does it mean that the registration is necessarily unlawful. If the domain name is ultimately registered, the trademark owner receives a notification, which makes it easier to identify the situation and quickly assess whether action is warranted.
Which brands can register with the TMCH, and what requirements must they meet?
The Trademark Clearinghouse primarily accepts registrations of trademarks with national or regional scope (including European Union trademarks), as well as certain signs specifically recognized by law or treaty. A mere application for a trademark that has not yet been registered is not sufficient.
Figurative marks may also be eligible for registration when they contain predominant word elements that are clearly distinguishable from the graphic component.
Finally, while it is true that registering a trademark with the Trademark Clearinghouse does not require proof of use in the marketplace, if the trademark owner later wishes to take advantage of the Sunrise periods, they must provide proof of use of the trademark. Once that documentation has been verified, the TMCH issues a certificate that allows the owner to apply for domain names that match the trademark during the priority registration phase.
Do the new extensions improve SEO rankings?
The answer is no: using a new domain extension does not, in and of itself, provide an advantage in organic search rankings. Google treats new generic top-level domains (gTLDs) the same as other gTLDs such as .com or .org, and notes that including a specific word after the dot does not, in and of itself, confer any advantage or disadvantage in search results. A restaurant with a .eat domain, therefore, will not rank higher simply because it uses that extension.
However, a well-chosen extension can help make the URL more expressive and associate it with an activity, a product, or a campaign. That effect will depend on the brand, the audience, and users' familiarity with the extension.
In contrast, .es is a country-code top-level domain associated with Spain and conveys a geographic focus. .eat, .fly, and .here are generic top-level domains, even though their terms may suggest a specific industry or purpose.
Its value, therefore, must be sought elsewhere: in the ability to be recognized, remembered, and distinguished in an increasingly saturated digital environment.
Primary domain or subdomain of .com and .es?
These new domain extensions could easily become a company's primary domain. There are no technical obstacles to this. The decision will depend primarily on each company's branding and communication strategy.
In some cases, they can work particularly well as a primary domain if the extension is a natural part of the brand’s message. In others, it may be more appropriate to use them as a complement to .com or .es—for example, for a campaign, a specific line of business, or a particular service. The key is for the domain to be easy to remember, consistent with the brand, and understandable to the user.
What should a company consider before registering a new domain?
For brands, this proliferation opens up opportunities, but it also expands the scope of what needs to be monitored. It would not make sense to defensively register every possible new combination or extension that emerges. It will, however, be necessary to analyze which ones can bring real value to the business, which ones align with the company’s identity, and which ones carry a reasonable risk that a third party might beat them to it.
In addition, before registering, it is a good idea to check the availability of the name and any third-party rights, and to review the terms and costs of registration, including renewals.
What are the risks if a third party registers a trademark as a domain name?
It will depend on how the domain is used, but it could cause confusion among users, divert traffic intended for the company, take unfair advantage of the brand's reputation, or even be used for identity theft, fraud, or phishing.
When a domain is registered in bad faith, there are specific mechanisms that allow for requesting the transfer or cancellation of the domain, such as the existing out-of-court dispute resolution procedures for domains. However, monitoring by companies is very important for detecting these domains and taking action before reputational or commercial damage becomes more severe.
In a landscape with hundreds of millions of domains, even what comes after the dot can become a way to stand out: it can say more about who we are, what we do, and how we want to set ourselves apart.
Lucía Palomino, attorney in the Trademark Practice Group at ELZABURU.