The .jpmorgan Dot Brand

JPMorgan Chase & Co. is a leading financial services company operating in more than 60 countries. Its offerings include investment banking, business & commercial banking, financial transactions, asset management and private equity. Its history dates back more than 200 years.

The Applicant has various goals for the .jpmorgan TLD. A primary mission is to secure and protect its valuable brand as a domain destination. The status of the brand will be reflected at the top level of the domain name system and brand awareness correspondingly enhanced.

The .jpmorgan string will provide a clearly recognizable and trusted online identifier. As a secure and safe space with all domains controlled by the Applicant, it will generate stakeholder trust — of obvious significance to a financial services provider.

JPMorgan holds more than 80 trademark registrations in more than 60 global jurisdictions for its mark. It holds many additional related trademarks for company services such as JPMorgan Access and JPMorgan E-Tax.

JPMorgan has made significant prior investments to achieve brand recognition and protection. This effort will continue in the domain name space.

...the Applicant holds various domain names that include the mark JPMORGAN or some variation thereof, including jpmorgan.com and jpmorganchase.com... The Applicant has registered domains for many of its trademarks and also has registered domains separate from its trademarks.

The .jpmorgan string will bring a high level of unambiguous recognition to the domain name space. It will also be highly specialized and directly indicate the source of every website's content and ownership. These factors are vital to branding and authenticity, and will also improve navigation for users.

The application also notes that the prior specific connotations of current TLDs (like .com) have virtually disappeared.

Another reason for the TLD application is defensive — it would avoid confusion and protect the brand from anyone who "may wish to trade on the good name of the Applicant's brand by securing the applied-for gTLD".

It can be expected that JPMorgan's prior promotional efforts via television, print and digital media will continue when its own brand TLD is launched. The Applicant views the securing of the TLD as a "logical extension" to its on-going investment in protecting and promoting its brand.

JPMorgan does not yet have a decisive plan to migrate online content over to its new TLD, though the issue of resolving existing internet traffic to new domains will be evaluated. The Applicant also states that its future promotional efforts will likely include newspaper & magazine ads as well as internet and email based marketing campaigns.

At this stage, the Applicant has not developed concrete and tangible plans in order to establish online activities on the applied-for gTLD or move online activities from one or more of its active domain names to the applied-for gTLD.

At time of application, JPMorgan had not yet defined in detail the types of domains that will be registered. While it can foresee the broad benefits of operating its own brand domain space, it believes "the development and implementation of one or more business cases could likely take months or even years".

The application does refer to the allocation of domain names to descriptive names (including business activities, internal departments and subsidiaries), product brands and service brands.

JPMorgan, as a major financial services company, is concerned about the issues of trust, safety and security.

The Applicant will at all times be obliged to carefully consider and, where applicable, implement privacy, data protection and confidentiality measures during operation of the applied-for gTLD.

The Applicant will also work closely with its registry services provider, Neustar, Inc to prevent any malicious domain activity such as spam, phishing, pharming, malware, fraud and so on.

Geographic Dot Brands

JPMorgan is aiming to provide an intuitive and predictable architecture for the .jpmorgan TLD. Visitors, prospective clients, institutions, governments and businesses of all sizes will often be looking for services on the "basis of geographic location".

Hence, the Applicant is likely to want to register domains containing geographic signifiers such as country, city and regional names. Names like Britain.jpmorgan and London.jpmorgan would offer clarity and simplicity to visitors.

JPMorgan notes that certain country and territory terms are restricted under Specification 5 of the Registry Agreement and that consent will be required prior to using them. Accordingly, the Applicant will seek the appropriate approval prior to "registering, delegating and using these domain names". Any subsequent use of geographic domains will be used with two main aims; to serve the best interests of the Applicant, and further:

...to directly and indirectly promote local commercial activity in the geographic locations of which the name has been registered...

Possible .jpmorgan Brand Domains

Bank.jpmorgan
Investment.jpmorgan
FinancialServices.jpmorgan
Commercial.jpmorgan
AssetManagement.jpmorgan
PrivateEquity.jpmorgan
E-Tax.jpmorgan
Access.jpmorgan
About.jpmorgan

Notes

Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.

All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.

Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.

This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.

It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.

ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.

For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).

If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.

ICANN new gTLD applications

ICANN official website

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