Neustar has become the first domain name registry to publicly reveal its own “.brand” top-level domain application, announcing this week a .neustar bid.
The company is one of many offering registry services to brand owners that want to run their own custom TLD, so it makes marketing sense for Neustar to put its money where its mouth is.
But it may also run the risk of diluting its .biz brand (such as it is), depending on whether or not it plans to migrate its primary site, neustar.biz, entirely to .neustar.
Neustar is one of only a handful of companies to announce .brand bids. Canon and Hitachi are the two best-known, but others including IBM and Nokia have expressed serious interest.
ICANN has previously predicted as many as 200 .brand bids in the first round, which begins January 12, 2012.