---
id: "45db81b7-c12a-4b2e-87e5-d26e81a167e9"
kind: "link"
title: "Earliest brand TLDs could go live late 2027, says LEMARIT executive"
language: "en"
section: "gtld"
date: "2026-10-16T10:47:38Z"
updated: "2026-10-16T10:47:38Z"
canonical: "https://tldlog.com/l/earliest-brand-tlds-could-go-live-late-2027-says-lemarit/"
origin: "master"
translations:
  es: "https://tldlog.com/es/l/primeros-tld-marca-podrian-estar-activos-finales-2027/"
  de: "https://tldlog.com/de/l/erste-brand-tlds-koennten-ende-2027-online-gehen-sagt/"
  fr: "https://tldlog.com/fr/l/premiers-tld-marque-pourraient-entrer-service-fin-2027-selon/"
  it: "https://tldlog.com/it/l/primi-tld-brand-potrebbero-andare-online-fine-2027-secondo/"
  pt-BR: "https://tldlog.com/pt/l/primeiros-tlds-marca-poderiam-entrar-ar-fim-2027-diz/"
  ru: "https://tldlog.com/ru/l/pervye-brendovye-tld-mogut-zarabotat-kontse-2027-goda/"
  zh-Hans: "https://tldlog.com/zh/l/pinpai-dingji-yuming-lemarit-2027/"
source:
  name: "Domain Brief"
  url: "https://domainbrief.de/artikel/realistisch-koennen-die-ersten-markenendungen-fruehestens-ende-2027-erreichbar-s"
  language: "de-DE"
  date: "2026-10-16T10:00:00Z"
---

# Earliest brand TLDs could go live late 2027, says LEMARIT executive

## in plain words

Brand domain endings are web addresses like .echo that a company can own for its own name. A company that runs a registry service says the first ones could be ready at the earliest by late 2027. Applicants face a deadline to change their backup text in October.

A registry service provider, LEMARIT, says the first dotBRAND extensions could become reachable late 2027 at the earliest. Martin Küchenthal, the company's managing director, gave the answers in a written interview published by Domain Brief on 16 October 2026. The interview also covers what a brand extension costs per year and why many brands from the 2012 round ended their contracts.

In the new round, ICANN published the applications on 7 October. It counted 1,615 applications for further top-level domains. Of these, 333 were dotBRAND applications, meaning brand extensions. Germany produced 46 applications for top-level domains, and six of them were dotBRAND applications.

Applicants in a contention set face a choice. Brand applicants may switch to a replacement string until 21 October, and later they may ask to add words from the goods and services list of their trademark. Küchenthal describes two kinds of contention. In one, two dotBRAND applicants compete, as with .echo, which Amazon and the registry Echo Domain filed. In the other, a brand applicant competes with an open applicant, as with .easy, where EasyGroup filed a dotBRAND application while the registrar Aruba and the newly formed Link Freedom Group each want to run .easy as a generic extension. He says no single approach is clearly better, and that the outcome will depend on how deep the applicants’ pockets are.

Since the reveal day, applicants in the same contention set may not discuss their applications with each other, and negotiations toward settlements are banned until the contention is resolved. The String Confirmation Day follows on 17 November, when the final list of strings is due.

Source: [Domain Brief](https://domainbrief.de/artikel/realistisch-koennen-die-ersten-markenendungen-fruehestens-ende-2027-erreichbar-s)