ICANN has announced that now brands can register their own .brand generic top-level domains (gTLDs) for $185,000 and the process will start soon. This is the biggest change in the domain name system till now and will change the way we view domains and brands.

The current popular generic top level domains are limited like .com, .net, .org and many more. Applicants for their own .brand domain



will need to pay $185,000 to process their application and if all goes as expected after a few long months of review, we might see many new gTLDs. Its expensive but its for a purpose so that only big brands will be able to afford it and protect their trademarks, while creating a unique web identity. You can read all the details in the gTLD Applicant Guidebook (.pdf)

Applications for new gTLDs will be accepted by ICANN from 12 January 2012 to 12 April 2012. I guess all brands will again be lining up to register their own trademarks and protect it from cybersquatters.