18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

18.1 Mission and Purpose of .MERCK

Merck & Co. Inc., parent of Merck Sharp and Dohme Corp., Whitehouse Station, New Jersey, USA (collectively “Merck”), is a Fortune 100 company and one of the largest healthcare companies in the world. Merck has operated under the Merck name and trademark in the United States and Canada since as early as 1920. During this time, Merck has established a family of Merck marks that cover a range of goods and services. The family of subsidiaries, affiliates, foundations, licensees, and related parties that are authorized by Merck, to use the Merck marks in a range of economic and philanthropic activities, collectively act as a community. Merck has created a new, wholly-owned subsidiary, Merck Registry Holdings, Inc. (“MRH”), to apply for and bring the .MERCK gTLD to market. The gTLD string for which MRH is applying reflects this community: .MERCK.

The Merck community includes, but is not limited to, the following:

1. Merck Core Businesses: Pharmaceutical, Animal Health, and Consumer Care

2. Philanthropic and Corporate Responsibility Programs, such as: Merck for Mothers, The Merck MECTIZAN Donation Program, Merck Company Foundation, and Merck Helps (The ACT Program; SUPPORT Program; Merck Patient Assistance Program; Merck Vaccine Patient Assistance Program)

3. Medical and Scientific Publications and Websites, such as: The Merck Manual, The Merck Index, MerckResearch.net, Merck Medicus, Merck Academy, The Merck Institute for Science Education (MISE), UNCF⁄Merck Science Initiative, Merck Engage, and Merck Services

The Merck community coalesces around the Merck family of marks and the community of interests that relate to those marks. The Merck community is based on Merck’s widely recognized, registered family of Merck marks, and on the community’s internal union around the values, purposes, and common aims developed through decades of development. The community to be served by the .MERCK gTLD is therefore defined and readily identifiable, with its members at all levels sharing interests, aims, and commitments to service.

Registrations within the community may be made by the following for-profit and not-for-profit businesses, or organizations:

(a) Qualified subsidiaries and affiliates
(b) Merck foundations and related parties
(c) Approved licensees

The primary mission and purpose of the .MERCK gTLD is to provide a trusted, hierarchical, and intuitive online marketplace for Internet users seeking the services of, or information about, Merck community members. As such, the .MERCK gTLD will be reserved for the exclusive use of members of the clearly defined Merck community.

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