---
title: "Industry report: brand TLDs in professional services | Pitch"
description: "Professional services firms adopted .brand domains selectively, for trust and control."
url: https://pitch.law/academy/courses/brand-tlds-professional-services
---

[Courses](https://pitch.law/academy/courses)

# Industry report: brand TLDs in professional services

Professional services firms adopted .brand domains selectively, for trust and control. What pioneers like KPMG got right, why most stayed defensive, and how to weigh a .brand strategy for the next ICANN round.

Free13 lessons

## Course content

1. General

   1. Executive summary
   2. Introduction

2. Adoption in professional services

   1. Industry overview

3. Case studies

   1. KPMG (.kpmg): full migration to a .brand
   2. CERN (.cern): a community .brand for an international organisation
   3. Deloitte (.deloitte): high internal use, cautious external use
   4. PwC (.pwc): minimal use and a single redirect
   5. Other professional services providers

4. Strategic insights

   1. Why firms adopt a .brand
   2. Common barriers and reasons for limited use
   3. Comparison with other industries
   4. Outlook towards the next ICANN round

5. Conclusion

   1. Conclusion

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## Read more in the Academy

- ### [Brand TLDs in the 2026 Round: the Applicant Guidebook](https://pitch.law/academy/brand-tlds-in-the-2026-round-of-new-gtlds-key-takeaways-from-the-draft-applicant-guidebook)
  [What a brand TLD is, how the Applicant Guidebook treats it, and the contract obligations that come with running one.](https://pitch.law/academy/brand-tlds-in-the-2026-round-of-new-gtlds-key-takeaways-from-the-draft-applicant-guidebook)
- ### [ICANN's Next Round of New gTLDs (2026)](https://pitch.law/academy/icanns-next-round-of-new-generic-top-level-domains-in-2026)
  [Where ICANN's 2026 round of new generic top-level domains stands in October 2026, how the process continues after the application window, and what it means for brand owners.](https://pitch.law/academy/icanns-next-round-of-new-generic-top-level-domains-in-2026)
- ### [Strategic Use Cases for Brand TLDs](https://pitch.law/academy/strategic-use-cases-for-brand-tlds-from-experiment-to-a-cornerstone-in-digital-strategy)
  [How companies use a brand TLD in practice, from authentication and anti-phishing to internal systems and partner networks, and the legal points that go with each use.](https://pitch.law/academy/strategic-use-cases-for-brand-tlds-from-experiment-to-a-cornerstone-in-digital-strategy)