Domain Names Establish, Grow, and Protect Your Brand
Leverage Domain Names to Elevate Your Business
The Domain Name Association (The DNA) offers essential resources for marketers, domain experts, and industry newcomers. Our curated content provides the expertise you need to maximize the value of domain names for your business, helping you establish, grow, and protect your brand online.
Ready to Launch Your New gTLD? Start Here.
The Domain Name Association (The DNA) is your neutral, expert gateway to the next generation of domain name innovation. Whether you’re applying for a new generic Top-Level Domain (gTLD), supporting gTLD applicants, or offering services in the evolving domain landscape, you’re in the right place.
As the 2026 Next Round takes shape, The DNA is your trusted source for guidance, resources, and industry collaboration. We connect registry hopefuls, backend providers, legal advisors, branding consultants, and technical experts to build a healthier, more accessible domain name ecosystem.
Tap into our growing collection of tools, explainers, and expert connections to take your next move with confidence.
Match with trusted providers, learn about the support that fits your needs, and start your journey based on your unique goals.
Key Resources
Our free, expert-curated resources help everyone maximize domain name knowledge. Start with our Domain Name Basics series for a quick, easy overview of essential information.
Directory Launch: Connecting gTLD Applicants to Trusted Providers
This is how The DNA’s New gTLD Resource Directory helps applicants build strong teams and avoid common pitfalls.
How the New gTLD Resource Directory Works
Meet the four core categories of service providers—and discover how to find the help that’s right for you.
Your Guide to the 2026 New gTLD Round
Understand the key milestones, how the ICANN process works, and find out how to prepare your application.
Get involved with this trusted network as we support responsible domain innovation and gain the full benefits of i2Coalition membership.
Why Domains?
Domain names are your unique online address, owned and controlled by you. With new domain extensions available, businesses now have more options than ever to incorporate domains into their branding strategies.
Domains Provide Legitimacy
Since 2002, the Canadian International Pharmacy Association (CIPA) members have supplied millions with legally manufactured, approved medications from licensed pharmacies.
“The trust that our patients place in us is the result of them knowing exactly who we are and where to find us – with the same business name and at the same web address every time they need us,” says Tim Smith, CIPA’s Executive Director. He emphasizes that consistent, matching domain names are crucial for building trust with patients.
Domains Give you Control of your Brand
Neha Naik, Director of Channel Partnerships at Radix, says “Social networks are great for maximising reach but it’s also important to consider the impact of a platform shutting down like Vine did a few years ago.”
“More recently, TikTok was in the news for getting banned in certain countries, leaving millions of its users helpless. Every other day, there’s news of people getting banned from platforms. Having a website on a relatable domain name makes your brand future-proof and keeps it safe from unforeseen changes on social media platforms.”
Domains are a Call to Action
“A domain is the perfect call to action,” according to Jeffrey Sass, Chief Marketing Officer of .CLUB Domains LLC.
“There’s no misundertsanding; consumers know exactly what to do when they hear about a domain on TV, radio, or from word of mouth. They simply type it into their browser – there’s no search engine interference where competitors can target search results towards them. With domains, people go straight to where you want them to go.”
Become a Domain Expert
Our free, expert-curated resources help everyone maximize domain name knowledge. Start with our Domain Name Basics series for a quick, easy overview of essential information.
New Frontiers in Domains
Part of The DNA’s mission to highlight and example the benefits, fundamental utility, and innovation possible with Domain Names.
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The Domain Name Association Launches Trusted gTLD Provider Directory Ahead of ICANN83 in Prague
New resource connects applicants to vetted experts for the 2026 New gTLD Program RICHMOND, VA — Today at ICANN83 in Prague, the Domain Name Association (The DNA) officially launched its New gTLD Resource Directory, a curated, community-driven guide to service providers prepared to support applicants for the 2026 round of ICANN’s New gTLD Program. Available…
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Now Live: The DNA’s New gTLD Resource Directory
Helping new applicants start strong, with trusted partners by their side As ICANN83 gets underway in Prague, we’re proud to announce the launch of the Domain Name Association’s (The DNA) New gTLD Resource Directory—a vetted list of service providers built to support applicants in the 2026 round of ICANN’s New gTLD Program. This project is…
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A Domain Or Social Media: What Builds Consumer Trust?
A 2021 survey by i2Coalition and DNA reveals surprising insights into US millennials’ purchasing behavior, comparing trust levels between social media platforms and domain-based websites for e-commerce transactions.
Participating Members and Brands
Get In Touch
If have specific questions about domains names or if you’d like to know more about the Domain Name Association, please contact us.
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