gTLD	Full Legal Name	E-mail suffix	Detail
.lundbeck	H. Lundbeck A⁄S	lundbeck.com	View

THE MISSION AND PURPOSE OF THE NEW RESTRICTED .LUNDBECK gTLD IS TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION AND ASSURANCE OF BRAND AUTHENTICITY.

The new .lundbeck gTLD will operate as a restricted registry, in which H. Lundbeck A⁄S (Lundbeck) can create and control domain spaces that promote its brand identity and authenticity. In this regard, the .lundbeck gTLD will provide an authoritative internet space for Lundbeck to provide information, services and resources to consumers in a way that promotes the brand awareness, exclusivity, trust, convenience and utility. Second and third level domains can then be utilised for information and marketing purposes, with internet users assured of brand authenticity.

Lundbeck is a global pharmaceutical company that was established in 1915. Lundbeck is conducting research into developing, manufacturing, marketing, selling and distributing pharmaceutical products for the treatment of disorders of the central nervous system (CNS) including depression, Alzheimer’s disease, Parkinson’s disease and schizophrenia. Lundbeck is listed on the Copenhagen Stock Exchange (since 1999) and in 2010, Lundbeck generated a revenue of approximately DKK 14,8 billion. Lundeck currently has almost 6,000 employees worldwide in 57 countries with its pharmaceutical products registered in more than 100 countries. Further, Lundbeck has production facilities in Italy, France, Mexico and Denmark and has research centres in Denmark and the US. As a leading global pharmaceutical company, consumer trust and continuous innovation are paramount considerations for Lundbeck.

Business activities are increasingly conducted over the internet, allowing for greater levels of interaction between businesses and customers. As a result, both businesses and end users benefit from ease of interaction and a wider range of choices with lower transaction costs. However, the development in this arena in the current domain name system has exposed both businesses and consumers to increased criminal activities over the internet, including data breach, hacking and phishing. These sophisticated criminal activities cause reputational damage to businesses as internet users lose consumer confidence and trust with the businesses targeted by such criminal activities. The .lundbeck gTLD will facilitate greater trust and assurance from internet users connecting with Lundbeck online, whilst still allowing convenient and efficient interaction.


Lundbeck’s mission and purpose of the proposed new gTLD share ICANN’s initiatives to promote public interest. Lundbeck is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:

- consumer trust: the .lundbeck gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Lundbeck which will provide added consumer trust that .lundbeck domain names are trustworthy. As .lundbeck domain names are subject to registration standards, policies and procedures under Lundbeck’s control, this eliminates the possibility of malicious conduct within the .lundbeck domain space;

- competition: the proposed new gTLD is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in .lundbeck gTLD will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and

- consumer choice: the proposed new gTLD will enable user-driven improvements and innovations assisting Lundbeck’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with Lundbeck. As Lundbeck has effective control over the registration and use of domain names under .lundbeck domain space, this will also contribute towards general service innovations on the internet.


Given the restricted nature of the .lundbeck gTLD, the projected number of registration is likely to be limited. It is anticipated that a more limited number of domain names (around 100) will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to about 250 domain names as Lundbeck develops and implements new services and marketing campaigns. As the new .lundbeck gTLD expands and evolves, Lundbeck will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. Lundbeck will keep ICANN reasonably informed of any material developments relating to .lundbeck gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.


Lundbeck intends to create relevant domain names for use including product, services or geographic names in the second or third level domain names. In accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, Lundbeck will use geographic names to localise its websites in the countries in which it currently operates. The use of geographic names is intended to:

- connect internet users with relevant information as applicable to the territory; and

- comply with required rules and regulations in the national territory.


At this stage, Lundbeck does not intend to utilise Internationalized Domain Names (IDNs) at the second level. However, as the use of the .lundbeck gTLD evolves, Lundbeck msy utilise IDNs within the .lundbeck domain space to allow internet users to engage with .lundbeck in their native language, creating a more positive user experience and encouraging diversity.

Lundbeck is a well-recognised global brand with its trademarks registered in all European and 26 other countries and territories for the following category: class 5 (pharmaceutical and veterinary preparations, pharmaceutical preparations and substances for the prevention and treatment of disorders and diseases in, generated from, affecting, acting on or stimulating the central nervous system).

Further, Lundbeck has over 1,500 existing domain names, of which 215 domain names contain the “lundbeck” trademark and 161 domain names are exact matches to the “lundbeck” trademark, in the following spaces:

- gTLDs: lundbeck.com, lundbeck-lexapro.com, lundbeck-pharma.com, lundbeck-symposia.com, lundbeck.mobi, lundbeck.net, lundbeck.org, lundbeck.tel, lundbeckcodeofconduct.com, lundbeckelearning.com, lundbeckinstitute.com, lundbeckinstitute.org, lundbeckpharma.com, lundbeckpharamaceuticals.com, lundbeckpharamceuticalsinfo.com, lundbeckpharamaceuticals.info, lundbeckpharamaceuticals.net, lundbeckpharamaceuticals.org, lundbecktrials.com

- country-code TLDs: lundbeck.ac, lundbeck.ae, lundbeck.ag, lundbeck.ai, lundbeck.am, lundbeck.as, lundbeck.be, lundbeck.cc, lundbeck.cn, lundbeck.co, lundbeck.co.jp, lundbeck.co.nz, lundbeck.co.za, lundbeck.com.mt, lundbeck.com.pa. lundbeck.com.ce, lundbeck.com.pk, lundbeck.com.pl, lundbeck.com.ro, lundbeck.com.ru, lundbeck.com.sg, lundbeck.do, lundbeck.hk, lundbeck.hn, lundbeck.ir, lundbeck.kg, lundbeck.ir. lundbeck.lv, lundbeck.lu, lundbeck.lt, lundbeck.mn, lundbeck.ua, lundbeck.vn

Recently, Lundbeck was successful in securing sunrise application for the following domain spaces based on existing trademark registration: .asia, .mobi, .tel, .org, .net

gTLD	Full Legal Name	E-mail suffix	Detail
.blanco	BLANCO GmbH + Co KG	blanco.de	View

TO BENEFIT INTERNET USERS BY ENSURING INCREASED TRUST AND CONFIDENCE THROUGH THE ELIMINATION OF USER CONFUSION AND ASSURANCE OF BRAND AUTHENTICITY.

The new .blanco gTLD will operate as a restricted registry, in which Blanco GmBH + Co.KG (Blanco) can create and control domain spaces to strengthen its brand identity and authenticity. The .blanco gTLD will provide an authoritative internet space for Blanco, its affiliates and local partners that are associated with the brand. In this regard, the .blanco gTLD will be used by Blanco to provide information, services and resources to consumers in a way that promotes consumer confidence, brand authenticity, convenience and utility. Second and third level domain names can then be utilised for direct communication, promotion campaigns and information purposes to target different groups of consumers by providing country-specific or group- specific second level domains, with internet users assured of brand authenticity.

Blanco and its affiliate entity Blanco CS GmbH + Co KG (Blanco CS) are subsidiaries of EGO Electro-Geräte GmbH & Co Holding KG, which forms the Blanco group of companies (Blanco Group). Blanco and its own subsidiaries form the Blanco kitchen technology group, which produces and sells household kitchen sinks and is one of the world’s leading providers of high quality sinks, mixer taps and waste systems for domestic kitchens. Blanco CS is involved in manufacturing catering equipment, medical care and industrial components. Blanco Group was established in 1925 with its headquarters in Oberderdingen, Germany and Blanco currently has over 1,200 employees worldwide with a network of own subsidiary companies and long term partners in approximately 100 countries worldwide. In 2010, Blanco consolidated net sales of 242 million EUR, a 9% increase in revenue from the previous year and its export share in total sales increased to 62%. Blanco owns the majority of the “Blanco” trademarks and always aims to achieve further development and innovation of system solutions for its customers. In this regard, consumer confidence, brand reputation and continuous innovation are paramount considerations in all its activities.

Since the inception of the current domain name system, business activities conducted on the internet are constantly changing and evolving with increased complexity. The volume of commercial transactions over the internet is constantly growing and bringing benefits of simplicity and lowered transaction costs to businesses and consumers. However, at the same time, criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated resulting in loss of consumer confidence beyond mere monetary harm. The .blanco gTLD will facilitate greater trust and assurance from internet users connecting with Blanco online, whilst still allowing convenient and efficient interaction.

Blanco’s mission and purpose of the proposed new gTLD share ICANN’s initiatives to promote public interest. Blanco is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:

- consumer trust: the .blanco gTLD registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to Blanco and its affiliate entities, which will provide added consumer trust that .blanco domain names are trustworthy. As .blanco domain names are subject to registration standards, policies and procedures under control of Blanco, this eliminates the possibility of malicious conduct within the .blanco domain space;

- competition: the proposed .blanco gTLD is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on strengthening consumer trust. Increased trust in the .blanco gTLD will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and

- consumer choice: the proposed new gTLD will enable user-driven improvements and innovations assisting Blanco’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with Blanco. As Blanco has effective control over the registration and use of domain names under .blanco domain space, this will also contribute towards general service innovations on the internet.


Given the restricted nature of the .blanco gTLD, the projected number of registrations is likely to be limited. It is anticipated that a rather limited number of domain names (between 60 and 140) will be registered in the first few years. However, the number of domain name registrations is likely to increase as Blanco develops and implements new services and marketing campaigns.

As the .blanco gTLD expands and evolves, Blanco may consider offering the use of second level domain names to its partners and distributors at a later date. In this endeavour, Blanco will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability on the internet. Blanco will keep ICANN reasonably informed of any material developments relating to .blanco gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

Blanco intends to create relevant domain names for use including group-specific content or geographic names in the second or third level domain names. In accordance with registration policies and the proposed measures for protection of geographic names as outlined in response to Question 22, Blanco will use geographic names to localise its websites in the countries in which it currently operates. The use of geographic names is intended to:
- connect internet users with country-specific content; and
- comply with required rules and regulations in the national territory.


Blanco will utilise Internationalized Domain Names (IDNs) at the second level, initially in German, Russian and Chinese. The use of IDNs will allow internet users to engage with .blanco in their native language creating a more positive user experience and encouraging diversity. As the use of the .blanco gTLD evolves, it is anticipated that the use of IDNs, including additional languages, will increase within the .blanco domain space.

Blanco is a well-recognised global brand with its trademarks registered in over 30 countries and territories in categories including: 6 (kitchen worktops), 11 (sinks, mixing taps, washstands, sink units), 19 (non-metallic sinks), 20 (furniture units for kitchen), 21 (household, waste collectors) and 42 (kitchen design)

Blanco has an extensive portfolio of domain names registered in over 200 TLDs, including 3 gTLDs and over 50 country-code TLDS (ccTLDs) that are an exact match to the “Blanco” trademark, including, blanco.asia, blanco.eu, blanco.cn, blanco.be and blanco.fr.

Recently, Blanco was successful in securing sunrise application in .asia and .eu domain spaces based on existing trademark registration.

Blanco believes that the .blanco gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. Blanco trademarks are a leading global brand with significant reputation worldwide, Blanco is equally the trade and company name by which the company has established itself as a world leader in its field. Blanco has registered several product names including blanco, such as Blancoaxon and Blancostone over the past years. As such, the Blanco brand is well known for its high quality products within the kitchen technology industry.