Starting April 30, 2026, it will be possible to apply for new domain extensions. This process, which has not taken place since 2012, once again brings to the forefront of the debate a decision with significant strategic implications for businesses: operating under their own top-level domain—that is, adopting a .brand instead of relying on generic extensions such as “.com” or country-code extensions such as “.es.”
The application period will remain open until August 12, offering companies the opportunity to take their online presence to the next level.
A context shaped by digital security and trust
The reopening of this process is no coincidence. The steady increase in online risks has highlighted the need to strengthen mechanisms for identifying and protecting trademarks in the digital environment.
In Spain, recent data show a clear trend: cybersecurity incidents continue to rise, with online fraud and phishing being particularly prevalent. In this context, phenomena such as cybersquatting (the registration of domain names by third parties that reproduce or imitate other companies’ trademarks) continue to pose a significant threat to companies in all sectors.
In light of this situation, .brand domains are being proposed as a tool that allows companies to strengthen their digital identity and create a safer environment for users. By operating under its own domain extension, the brand establishes a controlled space where the authenticity of the content is more easily recognizable.
What does it mean to operate under a .brand domain?
Registering a .brand domain represents a significant departure from the traditional domain management model. Although these extensions are compatible with existing ones, they introduce a key difference: the company now has direct control over all domain names created under its own extension.
This means that:
- This eliminates the risk of third parties registering similar domain names with that extension.
- Legal certainty in online trademark management is being strengthened.
- User trust is enhanced by unequivocally identifying the website's corporate origin.
Competitive Advantages of .brand Domains
Beyond protection, .brand domains offer a number of strategic advantages that can have a direct impact on a company's positioning:
Unique digital identity
Having your own domain allows you to build an online presence that is fully aligned with your brand, eliminating ambiguity and strengthening brand recognition.
Greater user confidence
In an environment where credibility is a critical factor, having your own domain makes it easier for users to clearly identify that they are interacting with the legitimate company.
Flexibility for campaigns and projects
.brand domains make it possible to develop more consistent and memorable naming structures for campaigns or projects, thereby increasing their commercial appeal.
Impact on Visibility and Ranking
Although it is not the only factor, consistency and clarity in domain architecture can contribute positively to a brand’s digital positioning strategy and overall visibility.
Is this a solution for all companies?
Despite their advantages, .brand domains do not appear, at this time, to be a universal option. Their adoption depends on one main factor: cost.
The initial investment may be around $220,000, plus estimated annual maintenance costs of about $25,000. This level of investment places this project, in principle, within the realm of large corporations. However, it remains to be seen how these costs will evolve in the future.
Key Challenges in Applying for a .brand Domain
The process of obtaining a .brand domain name involves not only a significant financial investment but also advance strategic planning.
Among the main challenges are:
- Have the trademark registered with the Trademark Clearinghouse.
- The TLD (Top-Level Domain) must beidentical to the registered trademark.
- Have the appropriate financial and technical capacity to manage its own domain name registration.
Therefore, rather than an isolated decision, this is an initiative that must be integrated into an overall brand and online presence strategy.
A long-term strategic decision
The launch of the new domain registration process represents a significant opportunity for companies seeking to strengthen their digital presence from a structural perspective.
.brand domains are not simply an alternative to traditional domain 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 Trademark Practice Group at Elzaburu.