.品牌

Mission and Purpose The IDN gTLD "品牌" (Chinese for "brand") is a purpose-driven, Chinese-script generic top-level domain created as a verified, certified namespace exclusively for brand owners worldwide. Building directly on the proven operational and policy model of the "商标" TLD—which has successfully established a trusted digital space for verified trademark holders in Chinese-speaking markets—the 品牌 TLD extends that mission to serve brands specifically. Its fundamental purpose is to provide every legitimate brand owner with a domain that inherently signals authenticated brand rights. A 品牌 domain acts as a seal of authenticity: it assures consumers they are engaging with a genuine, verified brand, while empowering brand owners to combat impersonation, counterfeiting, and cybersquatting in the global digital marketplace. Target Registrants Registration for the 品牌 TLD is restricted exclusively to entities that can demonstrate current, valid brand rights. Acceptable evidence includes registered trademarks and unregistered brand names that possess recognized legal protections or have been validated through formal judicial or administrative determinations, trademarks protected through the Madrid System and marks successfully validated by the TMCH. All applicants must pass a brand-rights verification process administered by the registry before a domain is activated. This strict gatekeeping ensures that every 品牌 domain is backed by a genuine brand asset, transforming the namespace into a reliable directory of verified brands for the global Chinese-speaking community and beyond. Target Users Users of 品牌 domains are Chinese-speaking consumers worldwide who need a simple, reliable way to identify a brand's authentic digital presence. When they visit a domain like brandname.品牌, they can be confident that the operator’s brand claim has been independently validated, significantly reducing the risk of phishing, counterfeit goods, and fraudulent services. Activities to Fulfill the Mission 1. Rigorous Verification Framework: Establish and enforce comprehensive registry verification policies requiring detailed examination of official trademark certificates, records from trademark and brand databases across all jurisdictions worldwide, and supporting legal evidence, executed by a specialized validation team and augmented by automated cross checks with global IP databases. 2. Public Awareness Campaigns: Collaborate with consumer rights protection organizations, cybersecurity bodies, and global Chinese-language media to promote 品牌 as a recognizable seal of digital authenticity, educating internet users on utilizing the TLD to mitigate online scams. 3. Security Best Practices: Provide registrants with standardized implementation guidelines for DNSSEC, HTTPS deployment, and advanced anti-phishing technologies to maintain the long-term integrity and trustworthiness of the certified namespace. Long-Term Sustainability The .品牌 TLD ensures long-term sustainability by addressing the permanent global demand for brand protection, generating stable registrations and high renewal rates. By replicating the proven validation model of the .商标 TLD, the registry incentivizes long-term portfolio retention and significantly mitigates infringement risks. These reliable, non-cyclical revenues continuously fund core operations, expert brand verification, global marketing outreach, and advanced security upgrades. Backed by an agile governance framework and brand-DNS convergence expertise, the .品牌 TLD delivers a highly credible, cost-effective trust solution that remains an indispensable digital home for the global brand community for decades to come.

"品牌 (xn--jvr800e)" is a Chinese term that translates to "brand" in English. 1. Mission and Purpose The mission of ".品牌" is to create a trusted, easily identifiable TLD space that provides a recognizable "brand web portal" identifier for various entities or individuals who own brand assets and wish to establish online channels for brand display and interaction, helping Internet users quickly identify and access official brand information and product/services. Target registrants for this TLD are all entities and individuals. The end users are the general internet public. To achieve the above mission and purpose, the following ongoing activities will be undertaken as the registry operator: (1) Establishing and implementing registration conduct rules: Through registration agreements, registrants are required to use the domain names lawfully and appropriately, and not to use them to infringe upon the rights of others or engage in illegal activities. (2) Maintaining DNS stability and security: Adopting technically sound and secure operational solutions that meet ICANN requirements to ensure the safe and reliable resolution services of the authorized TLD. (3) Conducting operational oversight: Regularly reviewing registry management practices and maintaining close communication with ICANN to ensure that both the registry operator and registrants continue to comply with ICANN Consensus Policies and the operational standards of this TLD. 2. Long-term Sustainability The Internet has long demonstrated sustained market demand for ".品牌" registrations. This application also responds to the growing need for trusted online sources. It possesses lasting social value and a broad base of practical applications. Leveraging the applicant's established technical infrastructure and operational systems, ".品牌" will continue to receive adequate technical and financial support. Through sustained operation, this TLD will become a long-term, stable, and sustainable public resource.