ICANN has officially published the final, approved version of the Applicant Guidebook (AGB) for the next round of new generic top-level domains (gTLDs)—including the long-anticipated opportunity for enterprises to apply for their own .BRAND TLDs. The AGB is the “run book” for Round 2 of applying for these new TLDs, including eligibility rules, application requirements to objection and contention procedures, and steps on how to operate a compliant new gTLD, like a .BRAND.
What is a .BRAND?
To summarize, .BRANDs have been used on the internet today for websites, email, URL shorteners, partner and VIP sites, and more. Currently, 453 .BRANDs operate on the internet today and include, .MICROSOFT, .SAXO, .TOYOTA, PWC, .ABBOTT and .AFL.
The application window starts on April 30, 2026 and will remain open for 105 days, closing on August 12, 2026. With that timing in mind, organizations now have the clarity they need to begin preparing in earnest. And while two years may feel like ample time, the reality is clear: enterprises cannot wait until the window opens to start making decisions.
This new guidebook marks the first major update since Round 1 in 2012, when ICANN last accepted applications for new gTLDs. That round generated significant global interest:
- 1,930 applications submitted
- 1,409 unique strings represented
- 33% of all applications were for .BRAND TLDs
CSC is the largest provider of .BRAND services, operating over one-third of all .BRANDs that are online today, having helped over 200 top global brands successfully apply for more than 250 TLDs in Round 1. CSC has nearly 15 years of experience on what it takes to apply for, operate, and fully leverage a brand-owned registry. The organizations that succeeded in the first round were those that began planning early, understood the operational requirements, and partnered closely with experts who could guide them through a complex and resource-intensive process. The same will be true again.
While many organizations in the first round viewed a .BRAND primarily as a branding initiative, today’s enterprises are increasingly evaluating it as a way to strengthen security, regain control of their digital presence, and deliver a clearer user experience. A .BRAND can help signal authenticity to customers and the market—for example, by establishing that any website or email not ending in the company’s brand name is not legitimate—reducing the risk of phishing and unauthorized websites. At the same time, it gives organizations exclusive access to category, generic, and keyword-based domains within their own namespace, without competing with third parties or paying premium prices, enabling intuitive destinations like support.xbox that guide users where they need to go with fewer clicks.
What’s new in the final Guidebook
ICANN’s final Applicant Guidebook reflects years of policy development and refinement. While the full details will be analyzed in the coming weeks, the structure remains similar to the draft versions released earlier this year. For prospective .BRAND applicants, several areas remain particularly important:
- Application readiness: ICANN will continue to require considerable detail about your company, leadership, and financial stability. These elements take time to assemble.
- Registry obligations: Even .BRAND applicants must demonstrate the ability to operate a TLD securely and reliably—either directly or with a backend registry service provider.
- Use commitments: ICANN is maintaining expectations around how a .BRAND will be used, how closed registries will function, and what constitutes appropriate control of the namespace.
In short, this is a significant undertaking, and the organizations that prepare early will be best positioned for success.
Why the clock is already ticking
Although applications won’t be accepted until April 2026, most organizations generally need four to six weeks to prepare a complete, accurate, and competitive submission after key decisions have already been made. That preparation window assumes that an organization has already decided:
- Whether a .BRAND aligns with its long-term digital strategy
- What string(s) it intends to apply for
- How the TLD will be used internally or externally
- Who will own and oversee the TLD program
- What resources and infrastructure (internal or external) will support it
These decisions often require legal review, marketing input, IT coordination, and senior-level approval—steps that take time even in highly aligned organizations. Many of the key components ICANN requires (financial disclosures, executive information, organizational background, and security commitments) can only be provided by the applicant itself. CSC can handle the heavy lifting, but we cannot supply the enterprise-specific details ICANN mandates.
The realities of applying for a .BRAND
A .BRAND application is not a simple domain registration—and it cannot be treated like one. It is a strategic asset that requires meaningful investment, thoughtful planning, and cross-functional participation. Some of the most common challenges from the 2012 round included:
- Underestimating the time needed to gather internal documentation and executive information
- Unclear ownership or governance models, leading to delays in decision-making
- Lack of alignment between legal, marketing, and IT teams
- Insufficient understanding of registry-level obligations and costs
- Misjudging the long-term operational needs of managing a TLD
Organizations that applied early, worked closely with experienced partners, and treated the decision as a strategic initiative—not a tactical domain purchase—were far more successful. Those lessons still apply.
How CSC can help your organization prepare
CSC has supported enterprises through every stage of the new gTLD program, including the .BRAND lifecycle—from application to delegation to long-term operation. Based on our experience:
- We guide clients through all application requirements, flagging issues early and helping teams stay aligned.
- We provide backend registry services and security tools that simplify ongoing management.
- We help organizations build a governance and usage strategy, ensuring the .BRAND delivers real business value.
- We identify common pitfalls and streamline the process so clients avoid delays and costly missteps.
With the final Applicant Guidebook now available, the countdown begins. If your organization is considering a .BRAND in the 2026 round, now is the time to begin evaluating strategy, gaining internal consensus, and preparing foundational documentation. Waiting until the application window opens will not leave enough time.
Get real expertise
CSC is already supporting clients who are preparing for April 2026. If you’d like to learn more about the AGB, ICANN’s New gTLD Program, the costs for application, or how to operate a .BRAND, our team is here to help.