The Internet Corporation for Assigned Names and Numbers (ICANN)
is responsible for the development and release of generic Top-Level
Domains (gTLDs) such as .com and .net. Such gTLDs are typically
registered in combination with millions of other different
"second level domains" (such as shelstonip.com).
Until recently, there has only been a total of twenty two (22)
approved gTLDs. However, ICANN has decided to expand this and
recently developed a procedure for organisations to develop their
own gTLDs which potentially include brands and trading names.
Further information about the application process can be located at
http://icann.org/newgtlds.
Applications for the first round of new gTLDs recently closed
and a list of the gTLD strings applied for can be located at
http://newgtlds.icann.org/en/program-status/application-results/strings-1200utc-13jun12-en.
By way of example, companies who have filed applications for new
gTLDs include L'Oreal (.makeup), Bayerische
