gTLD	Full Legal Name	E-mail suffix	Detail
.bmw	Bayerische Motoren Werke Aktiengesellschaft	thomsentrampedach.com	View

The TLD is intended to benefit internet users by enabling BMW, its authorized dealers, employees and affiliates to communicate more easily and effectively with all Internet users, and particularly with its customers and business associates. Internet users will benefit from a more distinctive and trustworthy Internet experience when interfacing with BMW, thus further enhancing the outstanding customer service experience offered by the BMW corporation. The new “.BMW” TLD space will offer the Applicant a unique, brand-based service platform, through which the company will integrate its clients and affiliates from around the world in one comprehensive and easy-to-use location. The “.BMW” space is intended to operate as an inter-connected nexus of information, to cater to the needs of the company’s many discerning automotive clients worldwide.

BMW expects to benefit from the TLD by increased and more effective brand recognition in their marketing and communications, and by having an ample supply of relevant and available domain names to use in their business. In addition, the TLD will permit BMW to maintain greater control over its online brand and services, including but not limited to robust trust and security features. In turn, those benefits are certain to result in a better Internet user experience, particularly for those Internet users interested in BMW’s world class automobiles and related products.

Additionally, BMW’s millions of clients worldwide will greatly benefit from the anticipated direct intuitive navigation approach to be adopted across the new TLD space. Simply entering the “.BMW” TLD will immediately take the Internet user into the company’s secure, monitored space, where the individual user will be able to quickly and easily navigate to their desired online content through the use of keyword organized sub-domains.

The “.BMW” space will bring the additional benefit of increased Internet user security for its customers, as the space will be fully controlled by the company. Customers and Internet users will know the information provided on “.BMW” sites is authentic, authorized and accurate. BMW is working with its Registry Service Provider to establish strong safeguards in order to ensure that the “.BMW” space provides and exceptional, trustworthy platform for its clients transactional needs.


i) What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?

The TLD ultimately is intended to function as BMW’s online branding and services platform. The Applicant anticipates employing leading-edge technologies and business practices, to provide Internet users with a trustworthy and positive experience when visiting the sites within the TLD network. The goal is to expand the company’s existing online infrastructure, services and marketing to encourage Internet users to interact with BMW and its affiliates online. Additionally, BMW anticipates having an ample supply of relevant domain names available for its use, which will assist in the marketing of its products, the delivery of its goods and services both directly through the relevant “.BMW” websites and the company’s network of authorized affiliates, and the development of new innovative products.

All “.BMW” domain name registrations will incorporate the Domain Name Registration and Usage Policy for “.BMW,” which outlines the acceptable use guidelines for the space. A draft version of this Policy is provided in the answer to question 18(c) below. Such Policy will be further incorporated into any license agreement made between BMW and its affiliates, dealers, employees, clients or subsidiaries who may from time to time be authorized to license the use of “.BMW” domain names. A licensed domain name may be revoked by BMW at any time if the licensee does not comply with the acceptable use requirements contained in the Policy, or any other contractual requirements as may be established in the particular license agreement.

Domain names within the “.BMW” space may be used to provide specific information about BMW’s products and services, point-of-sale locations, and authorized dealers. They may additionally be used to provide information relevant to, inter alia, particular geographic locations, product lines or promotional activities. For instance, a customer interested in reviewing her purchase history or automobile features might review her client account by logging in at “MYOWN.BMW,” or a client seeking an authorized resale dealer in his area might direct-navigate to a website at “USED.BMW” to look for a listing of local dealerships.

This user-friendly, centralized network of information will greatly benefit Internet users and BMW’s consumers, thus enhancing the reputation of the BMW company and instilling a high level of trust in those who visit the “.BMW” space.


ii) What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

The “.BMW” TLD will provide an outstanding alternative to the currently-available gTLD spaces, in that it will serve as an easy-to-locate, centralized source of information. Internet users will quickly come to recognize the space as the sole authentic location to research and interact with the BMW company, which will set the TLD apart from other online spaces. Within the new TLD, the company will be able to easily organize information into a well-integrated, user-friendly format, simplifying navigation for routine and first-time visitors alike. For example, Internet users will be able to directly navigate to intuitive domains and sub-domains within the TLD by utilizing the company’s anticipated easy-to-access network of websites, saving time and resources as compared to the use of a generalized search engine.

The “.BMW” TLD will further enable the company in promoting its products, services and innovations, by providing a wealth of accessible domain names from which to choose. Today, it is often difficult to find a relevant, available domain name for the launch of a new product, or an innovative marketing campaign, from existing registration providers. Even if one is found, often pricing is prohibitive because the domain name may only be available on the secondary market. Often, new domains must be purchased from third parties and closely managed as corporate assets. These expenses and complications, which can hinder companies and, in some cases, delay the release of innovative new products and services to the public, can be dramatically reduced over time. Furthermore, an ample supply of immediately available, inexpensive domain names relevant to BMW and its activities are likely to pay dividends in additional ways which are currently difficult to foresee.

Additionally, the use of the “.BMW” TLD will have the added benefit of reducing the number of domain name registrations that the company will need to register and maintain with existing registration providers. This effect, multiplied across the many companies who choose to own and operate their own TLDs, may as a side effect result in increased competition among the existing registration providers. They may need to compete more fiercely for the remaining business interest in the existing TLDs, with so many organizations offering use and⁄or registration of new TLD domain names. The logical effect should be lower pricing and better service for all Internet users.

As it seems there will be many new “.BRAND” TLDs, BMW expects that consumers will soon learn to distinguish them from the existing TLDs and from new generic, geographical or cultural TLDs. The transition to a branded Internet will be a natural progression as new TLD spaces become available, and BMW believes this “new DNS” will be readily accepted by the online marketplace, in no small part due to the increased advantages and ease of use offered in these streamlined, tightly-controlled spaces. The new “.BMW” TLD space will enhance its already strong customer focus, while at the same time providing Internet users with an intuitive, easy-to-use and secure location.

Furthermore, the proposed “.BMW” TLD will be a “clean space” for consumers seeking information about the company, authorized dealerships, and authentic BMW parts, services and products. Since BMW will have control over all of the registrations in the space, there is no risk of abusive use of these domain names. There will be minimal opportunity for bad actors to impersonate authorized financial agents, perpetrate fraud, or engage in dangerous and illegal internet scams such as phishing or pharming. Internet users will find only authentic, BMW-authorized content within this space, providing them with a level of comfort and safety which the current gTLD landscape cannot give them. The “.BMW” pages will connect Internet users to authorized, safe sites, helping them to find relevant resources and information.


iii) What goals does your proposed gTLD have in terms of user experience?

The TLD ultimately is intended to function as BMW’s online branding and services platform supporting the goals of the “.BMW” space. It is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience.

The goal is to use BMW’s online infrastructure, services and marketing to encourage Internet users to interact online with the company. More specifically, BMW intends for users to perceive the TLD as a trustworthy indicator of the source of its online information and services. BMW will use advanced technical and policy measures to ensure the security of online transactions and communications, and to ensure that domain names in the TLD are only used for authorized purposes. BMW intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.

The TLD will reinforce the ideals of the BMW corporation. Therefore, domains within the TLD will only be used for purposes authorized by BMW, and the company will closely monitor the content of any and all licensed domains. Domain usage guidelines will be established and enforced in order to safeguard the Internet user experience and the reputation of the space. In addition, the TLD will provide an easily navigable and predictable domain name space.

The Internet user can expect, when entering the “.BMW” TLD, to find authentic, up-to-date information displayed in an intuitive, easy-to-navigate fashion. Second-level registrations will be carefully selected by BMW, and their content routinely monitored to ensure that Internet users receive the maximum benefit when utilizing the “.BMW” space.

Thus, the “.BMW” space is designed to provide an unparalleled user experience in terms of stability, safety, and facile user interface.


iv) Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

It is envisaged that BMW will be the sole registrant of domain names within the TLD, which will ensure that such domain names only are used for purposes authorized by BMW in its online brand promotion efforts. A draft version of the anticipated Domain Name Registration and Use Policy for the “.BMW” space is provided at the end of the answer to question 18(c).


v) Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users?

BMW intends for users to perceive the TLD as a unique, trustworthy source of its online information and services. User trust is enhanced when said users are confident that they are in fact interacting with the website and service they are intending to interact with, and that their private or confidential information is securely protected. BMW intends to use advanced technical and policy measures to reasonably ensure the security of online transactions and communications, and to reasonably ensure that domain names in the TLD are only used for authorized purposes. BMW intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.

BMW intends to deploy DNSSEC and to comply with all of the other policies and practices required by ICANN in the Registry Agreement and⁄or via any Consensus Policy. BMW will also comply with all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information.
Furthermore, BMW already employs commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information.

BMW is committed to making the “.BMW” space fully compliant with all published best practices guidelines, including the APWG Anti-Phishing Best Practices for Registrars, and the SSAC docs: SAC 007, 025, 028, 035, 038, 040 (available at: http:⁄⁄www.icann.org⁄en⁄committees⁄security⁄ssac-documents.htm). For further information concerning privacy protections and data security within the “.BMW” space, please refer to the answers contained in sections 23, 26, 28 and 29 below.


vi) Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

BMW plans to use the TLD in many of its marketing initiatives and in relation to many of its core operations and services. By effectively communicating to its consumers through branding initiatives, marketing and advertising, BMW believes Internet users will become familiar with the new space. Not only will such marketing inform individuals and prospective clients about the information available within the “.BMW” space for the particular goods or services covered in the advertising, but will also introduce them to the many other opportunities available within the TLD. Once familiar with the space, they will learn to take advantage of the wide range of services offered, and the easy-to-use, intuitive layout of the space overall.

For example, a user who first sees an advertisement for “PRODUCT.BMW” may later directly navigate to search within “.BMW” for information concerning other products or services offered by the company. Besides BMW’s own specific efforts to communicate the “.BMW” TLD to its intended audience, BMW believes it will be the natural next step for its audience, and relevant media organizations, to further communicate information about the TLD as they speak or report about the company. In sum, outreach and communication are important in order to achieve the projected benefits of the TLD, but also will be inherent in BMW’s use of the TLD space, and further will be enhanced by the viral nature of communications about the company’s work.

As it seems there will be many other .BRAND TLDs presented to Internet users in the coming years, it is expected that the outreach, communications and media relating to each of them, individually, will lead to collective benefit insofar as many Internet users will quickly grasp the concept behind these TLDs, and will expect many companies and corporate communities to operate them in generally consistent ways.

gTLD	Full Legal Name	E-mail suffix	Detail
.merck	Merck KGaA	bettinger.de	View

A. How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

The TLD is intended to benefit internet users by enabling the Merck Community to communicate more easily and effectively with interested visitors, and particularly with the Merck Community’s customers, employees and business associates. Internet users will benefit from a more distinctive and trustworthy Internet experience in dealing with the members of the Merck Community, thus supporting Merck KGaA’s goal of communicating a message of reliability and trust.

The Merck Community expects to benefit from the TLD by increased and more effective brand recognition in their marketing and communications, and by having an ample supply of relevant domain names to use in their businesses. In addition, the TLD will permit the members of the Merck Community to have greater control over their online brand and services, including but not limited to robust trust and security features, especially for Merck’s online sales portals. In turn, these benefits are certain to result in a better Internet user experience.

The “.MERCK” space will bring the additional benefit of Internet user security. The Merck Community offers innovative products and solutions in the business fields of pharmaceuticals, chemicals and life sciences. Interested customers, e.g. scientists, laboratory staff, patients, healthcare professionals and industrial centers which process Merck goods, need to rely on the constant quality of the Merck Group’s products. No matter where they are located across the globe, individuals seeking information concerning their medications, prescriptions, or laboratory devices will have heightened assurance that what they find in “.MERCK” will be trustworthy and safe. They will know that Merck is diligent in its efforts to eliminate counterfeit medications, harmful substances or dangerous advice via the “.MERCK” TLD. This peace of mind cannot currently exist within the landscape of today’s DNS, where it is impossible for a corporate community to monitor the content of every typosquatted gTLD or ccTLD domain name. Only through the operation of the clean space found within “.MERCK” can the Merck Community’s customers, and the wider Internet public, intuitively rely on the information they find about Merck online.

A.1 What is the goal of your proposed gTLD in terms of areas of specialty, service levels, or reputation?

The TLD ultimately is intended to serve as the Merck Community’s online branding and services platform. It is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience for Internet users seeking to interact online with the Merck Community. The Merck Community anticipates having an ample supply of relevant domain names available for its use, which will assist in the marketing of Merck products, the delivery of Merck products and services, and the development of new services.

All “.MERCK” domain name registrations will incorporate the “.MERCK” Registration Restrictions and Use Policy (“the Policy”), which limits the use of “.MERCK” domain names to the purposes supported by the Merck Community (outlined in the answer to Question 18(c) below). The terms of this agreement will be enforced via monitoring. The registration of a domain may be revoked by Merck KGaA at any time if the registrant does not comply with the Acceptable Use Guidelines contained in Section P of the Policy. A full text version of the draft “.MERCK” Registration Restrictions and Use Policy is provided in the answer to Question 28.

Once registered, individual domain names within the “.MERCK” space may be used to provide specific information relevant to particular geographic locations, product lines or research activities. For instance, patients seeking information about a particular medication might search for the name of the drug at PRODUCTNAME.MERCK, or research professionals inquiring about new laboratory equipment might begin their search at EQUIPMENTNAME.MERCK. Thus, “.MERCK” domains will indicate clearly to consumers the content available at the corresponding websites, providing users with an enhanced Internet experience.

This user-friendly, specialized approach to domain name registration and content display will greatly benefit consumers and Internet users, thus enhancing the reputation of Merck KGaA and the Merck Community, and instilling a high level of trust in those who visit “.MERCK.”

A.2 What do you anticipate your proposed gTLD will add to the current space, in terms of competition, differentiation, or innovation?

The TLD will provide an alternative for the companies of the Merck Community to the current TLDs. The branded, differentiating nature of the TLD will provide a distinctive name space that simplifies users’ choice to interact with the Merck Community. Internet users will be able to directly navigate to intuitive domains and subdomains, saving the time of a search engine. It is expected that consumers will soon learn to distinguish branded spaces from the existing TLDs and from generic, geographical or cultural TLDs. The use of a specialized TLD by the Merck Community will impact competition by clarifying for users the source identity of the websites which they choose to visit.

This streamlining of information will provide a great benefit to the virtual marketplace. Consumers will know where to look for authentic Merck Community products and information, and can select appropriate websites. The new “.MERCK” TLD space will therefore express the Merck Community’s core competencies - its innovative strength and strong customer focus – while providing users with an intuitive, easy-to-use and secure location.

Additionally, the use of the “.MERCK” TLD will have the added benefit of reducing the number of domain name registrations that the companies of the Merck Community will need to maintain. This effect, multiplied across the many companies who will own and operate their own TLDs, may result in increased competition among existing registration providers. The logical effect should be lower pricing and better service for all Internet users.

The “.MERCK” TLD will allow the companies of the Merck Community to develop uses for domain names which today are too complicated or completely unforeseen. Today, it is often difficult to find a relevant domain name for the launch of a new product or campaign from existing registration providers. Even if one is found, pricing is often prohibitive because the domain is only available on the secondary market. New domains must be purchased from third parties and managed as corporate assets. These expenses and complications which can hinder companies and, in some cases, delay the release of innovative new products and services to the public, can be dramatically reduced. Furthermore, an ample supply of immediately available domain names, relevant to the companies of the Merck Community, is likely to pay dividends in additional, unforeseen ways.

The “.MERCK” TLD will enable the Merck Community to provide their innovative goods and solutions within a distinctive and reliable Internet space. The Merck Community’s TLD will offer the most recent innovations in the field of chemicals, pharmaceuticals and life sciences. Furthermore, the proposed “.MERCK” TLD will be a “clean space” for consumers seeking information about the Merck Community’s research, innovation and community activities. Since Merck KGaA will have control over all of the registrations in the space, there is minimal risk of abusive use of these domain names. There will be far less opportunity for bad actors to sell dangerous counterfeit medications or provide harmful misinformation to consumers. The Merck Community intends that internet users will find only authentic, Merck-authorized content within this space, providing them with a level of comfort and safety which the current gTLD landscape cannot give them. The “.MERCK” pages will connect Internet users to the worldwide Merck Community, helping users to find the resources and information relevant to their geographic regions and individual needs.

A.3 What goals does your proposed gTLD have in terms of user experience?

The TLD ultimately is intended to serve as the Merck Community’s online branding and services platform supporting the goals of the “.MERCK” space. It is intended to function with leading-edge technologies and business practices, ensuring a trustworthy and positive user experience.

The goal is to use “.MERCK”’s online infrastructure, services and marketing to encourage Internet users to interact online with the Merck Community and to perceive the TLD as a trustworthy source of Merck’s information and services. The Merck Community will use advanced technical and policy measures to ensure the security of the space, and that domains in the TLD are only used for authorized purposes. The Merck Community intends to provide a safe, legitimate Internet space, enhancing user experience by mitigating security-associated risks. This is particularly important in the “.MERCK” space, as the members of the Merck Community are engaged in the pharmaceutical, chemical and life science industries, where Internet user safety and security are of paramount importance.

Domain usage guidelines (see also Question 20 below) will be established and enforced, to constantly reinforce the “.MERCK” experience and the reputation of the space. In addition, the TLD will provide an easily navigable and predictable domain name space.
The Internet user can expect, when entering the “.MERCK” TLD, to find authentic, up-to-date information displayed in an intuitive, easy-to-navigate fashion. Second-level registrations will be carefully allocated, and their content routinely monitored, by Merck KGaA to ensure that Internet users receive the maximum benefit when utilizing the “.MERCK” space. For example, if a visitor is looking for specific information about the product Nasivin®, the visitor might enter “www.nasivin.merck” into his or her web browser. The resulting page would detail the history, product information, and current news about the Nasivin® medication.

Thus, the “.MERCK” space is designed to provide an unparalleled user experience in terms of reliability, ease of use, and patient safety.


B.Provide a complete description of the applicant’s intended registration policies in support of the goals listed above.

It is envisaged that the companies of the Merck Community will be the sole registrants of domain names within the TLD. Additionally, the Corporate Trademark Department of Merck KGaA will review and approve each applied-for second-level domain name string to ensure that it will further the goals of the Merck Community, that it will not violate the intellectual property rights or other rights of third parties, and that it will not violate existing laws. These registration restrictions, and Merck KGaA’s ongoing monitoring of the “.MERCK” space, will ensure that such domain names only are used for purposes authorized by Merck KGaA.

Registration of a “.MERCK” domain name will be done in 3 steps: Approval of the Community Member, Approval of the Domain Name, and Registration. After Registration, the holder of a “.MERCK” domain name must comply with the Acceptable Use Guidelines (further outlined below in the answer to Question 18(c)).

B.1 Step 1 – Approval of the Community Member

Each Registrant must be recognized as member of the Merck Community as defined above under Question 18(a). Upon receiving a request from a potential registrant, the Corporate Trademark Department at Merck KGaA will perform an eligibility assessment, to determine whether the applicant qualifies as a member of the Merck Community. This process will include an application form that the prospective member must fill out, and verification of the applicant’s identity by Merck KGaA. If successful, such assessment will be concluded by assigning a ʺMerck Community Membership IDʺ to the new member. Once a member has obtained a Merck Community Membership ID, the member is entitled to register domain names within the “.MERCK” TLD that have been approved by the Corporate Trademark Department of Merck KGaA.

The member approval step needs to be performed only once for each member⁄registrant. The member’s Merck Community Membership ID is a permanent assignment, and will remain the same for all of that member’s domain name registrations.

B.2 Step 2 - Approval of the Second-Level-Domain by the Corporate Trademark Department of Merck KGaA

Before registering a domain name, each member must ask the Corporate Trademark Department of Merck KGaA for approval of the second-level string text. A domain name within the “.MERCK” TLD must:

- further the mission and purpose of the Merck Community;
- must not violate or contribute to the violation of the intellectual property rights or other rights of any other party; and
- must comply with any applicable laws, government rules or requirements

If the Corporate Trademark Department of Merck KGaA determines that the requested second-level domain name meets the above requirements, it will consent to such registration by the Community Member. The applicant will receive written notification from the Corporate Trademark Department, either consenting to or rejecting the domain request. Such notification will either take the form of an Approval Statement or a Rejection Statement, depending on Merck KGaA’s assessment.

B.3 Step 3 – Registration

When a second-level string request has been approved by the Corporate Trademark Department of Merck KGaA, a prospective registrant may contact an ICANN-accredited registrar to register the approved second-level string and pay the registration fee. The Merck Community Membership ID can be reused for multiple registrations by the same Registrant, and must be provided in the domain Create attempt submitted into the registry by the registrar. Create attempts that are not accompanied by a valid Community Membership ID will be automatically rejected by the registry system.

Once the domain Create request has been received at the registry, the domain record will be placed on a “Pending Create” status. This status includes an EPP ServerHold status, placed on the domain record so that the domain cannot resolve. The Registry Operator will then have the opportunity to view the pending domain name, and will be able to either approve the “Pending Create” (thus releasing the Hold status and enabling the Registrant to use the requested domain, or to reject the Create (which will delete the Registrant’s application for the domain name). The Merck KGaA legal team that reviews membership applications and approves domain strings will review all of the Pending Creates, and will compare those pending Creates with the membership and approved string data in its files.

This procedure will ensure that only qualified members of the Community can register domain names in the TLD, and that only approved domains can be used.

Merck KGaA, as the Registry Operator for “.MERCK,” and Afilias Limited have developed the necessary mechanism by which the Merck Community Membership ID and domain name registration authorization systems will function, in order to ensure that the process will operate smoothly and easily for all concerned actors, including for the domain name registrars.


C. Will your proposed gTLD impose any measures for protecting the privacy or confidential information of registrants or users?

The Merck Community intends for users to perceive the “.MERCK” TLD as a trustworthy indicator of the source of the Merck Community’s online information and services. User trust is enhanced when said users are confident that they are in fact interacting with the intended website, and that their confidential information is securely protected. The Merck Community intends to use advanced technical and policy measures to reasonably ensure the security of online transactions and communications, and to reasonably ensure that domain names in the TLD are only used for authorized purposes. The Merck Community intends to provide a safe and legitimate Internet space, enhancing user experience by mitigating security-associated risks.

Merck KGaA intends to deploy DNSSEC and to comply with all of the other policies and practices required by ICANN in the Registry Agreement and⁄or via any Consensus Policy. Merck KGaA will also comply with all applicable laws and regulations relating to Internet security and the privacy of users’ confidential information.

Merck KGaA already employs commercially reasonable practices with respect to the security of online transactions and users’ private or confidential information in its current online locations.

Additionally, Merck KGaA makes available a Corporate Privacy Officer, who oversees any potential privacy concerns, should they arise, and ensures that Merck’s practices remain industry-leading. For further information concerning privacy protections and data security within the “.MERCK” space, please refer to the answers contained in sections 23, 30a and 30b below.


D. Describe whether and in what ways outreach and communications will help to achieve your projected benefits.

Within the Merck Community, the “.MERCK” TLD will be promoted by all available internal communication channels, including the Community’s intranet, the Community’s magazine, and through the relevant functions of the Corporate Trademarks and Corporate Information Services departments, inter alia.

Additionally, Merck KGaA plans to advertise the TLD in many of its marketing initiatives, and envisages that members of the Merck Community will use “.MERCK” domain names in relation to many of their core operations and services. Use of the TLD in this way will effectively communicate to the intended audience the opportunities available to them within the TLD. Not only will such marketing inform individuals and health networks about the information available at “.MERCK” for the particular goods or services covered in the advertising, but will also introduce them to the many other opportunities available within the TLD. Once familiar with the space, they may explore the easy-to-use, intuitive layout of the space overall.

Besides the Merck Community’s specific efforts to communicate the “.MERCK” TLD to its audience, it will be the natural next step for consumers, and relevant media organizations, to further communicate information about the TLD as they speak or report about Merck. Outreach and communication are important in order to achieve the projected benefits of the TLD, but also will be inherent in the Merck Community’s use of the TLD, and further will be enhanced by the viral nature of communications about Merck KGaA and the Merck Community.

As it seems there will be many “.BRAND” TLDs presented to Internet users in the coming years, it is expected that the outreach, communications and media relating to each of them, individually, will lead to collective benefit. Internet users will grasp the concept behind these TLDs, and will expect companies and corporate communities to operate them in generally consistent ways.