In January 2012, the Internet Corporation for Assigned Names and Numbers (ICANN) – the organisation that controls Internet addresses like .com and .info -- introduced one of the most significant changes in the history of the Internet. For the first time, ICANN gave businesses the opportunity to own and manage their own entire Web domain -- at the top level. This change allows brands to have greater control of their online presence and to see their names on the right side of the dot: for example .tesco instead of tesco.com. The launch of these new top-level domains (TLDs), called “dot Brands,” brought exceptional interest from the media, who recognised its significance. Owners of a dot Brand will receive distinct branding benefits. First, a dot Brand will help companies expand their global footprint because it gives businesses the ability to enhance their online brand presence. Additionally, a dot Brand opens new possibilities for customer engagement. From an online identity perspective, the power of “drink.pepsi” over “pepsi.com/drink” is evident. For customer engagement, dot Brands allow increased promotional benefits; brands now have the possibility of website addresses like “competitions.pepsi,” which consumers can easily locate. Wonder how much they're charging for one of these?