More than a decade after the initial round, ICANN—the authority responsible for managing domain names—is relaunching a new program to open personalized Internet extensions based on your brand or company name. For example, it will be possible to create addresses like:

🔹 www.intellectualproperty.santarelli
🔹 or variants like www.patent.santarelli or www.trademark.santarelli

Several French companies, such as BNP PARIBAS (www.mabanque.bnpparibas) and MMA (www.zerotracas.mma), quickly understood the economic, legal, and marketing advantages of this opportunity.

Specifically, a brand-based extension enhances protection against fraud, phishing, counterfeiting, and cybersquatting, since the owner of the domain is its unique holder. This exclusivity boosts user trust, as they are aware that they are visiting the official site of the company.

A Long-Term Strategic Project

Obtaining a .BRAND extension involves a rigorous, multi-year process with significant costs. Applications must be submitted by May 2026, with domain activations expected in 2027–2028.

Our legal team is available to assist you at every step, from preparation to final submission.

Our Domain Name Services

Santarelli also offers a comprehensive range of services to manage and enhance your domain name assets, including:

Reservation and renewal strategies

Aligned with your trademarks portfolio and strategic goals

Tailored audits to assess the relevance of domain registrations

Owner, redirections, website activity, etc.

Third-party URL surveillance

receive alerts in case of WHOIS data changes or suspicious activity

Back-order setup

Priority access to targeted domains upon expiration

Anonymous domain acquisitions via our trusted broker

De noms de domaine via notre prestataire de confiance

Formal notices

Drafted based on trademark or domain rights infringements, to remove or recover disputed domains

Extrajudicial procedures

(Such as UDRP, PARE) to assert your rights without going through court

Septembre 2025

Berenice Aubert Juriste SANTARELLI

Bérénice Aubert

Partner | European Trademark & Design Attorney

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