According to Ad Age, only a few brands, notably Google and Deloitte, have publicly stated that they intend to register generic top-level domains ("gTLDs") during ICANN's enrollment period.
Many brands have remained mum, perhaps not wanting to tip their hand with the enrollment period remains open. Several highly visible brands, such as
Facebook and Pepsi, have opted not to register brand-related gTLDs that would
enable them to create .pepsi domains in place of .com or other top-level domain
Among those companies, Pepsi cited high costs (approximately
$185K to register a gTLD) and the likelihood that users' web browsing habits
will take years to change.
What remains to be seen is whether the highly contentious gTLD program will, in the end, vindicate ICANN's stance in opposition to marketers, or founder as companies and others decide they can live withour .your name here.