Google has confirmed that it is applying for the right to use branded top-level domains (TLDs), according to an article published on PCMAG.com
Does this mean that we'll be searching the web from Google.google and browsing through videos on Youtube.youtube? It's unlikely, but with 58 trademarks containing the word 'Google', according to the U.S. Patent and Trademark Office, this move will open up plenty of possibilities for Google's own internet marketing strategy.
We won't know exactly which TLDs Google has applied for - the search engine giant is due to announce details after applications for generic top-level domains (gTLDs) close today - but an estimated guess would point to such brand-cementing domains as the aforementioned '.google', as well as domains deriving from Google products such as '.gplus' and '.gplay'. It is also possible that Google will choose to group all of its products under the umbrella of its masterbrand - i.e. 'plus.google'.
A Google spokesperson commented on the plan: "We plan to apply for Google's trademarked TLDs, and we're currently exploring opportunities to apply for new ones as well.
"We want to help make this a smooth experience for web users - one that promotes innovation and competition on the Internet."
It's not just Google that has access to branded domains like these - the Internet Corporation for Assigned Names and Numbers (ICANN) began putting timetables in place for the creation of these generic top-level domains (gTLDs) last year.
So theoretically, the process is open to anyone - as long as they're willing to stump up the $185,000 fee.
Several big-name companies such as Facebook and Pepsi have decided not to join the gTLD club, as Advertising Age noted in its report on the subject.
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