The .brand space is new. Brands start with a totally pristine domain name space, and are free to create any domain they wanted — with some exceptions related to some geographies and some abbreviations codes that requires special attention. The chart compares the repartition of domains based on their length for .com, .org and the new .brand TLD. The chart shows that domain names created in the dot brand world are shorter than the average domain name. Yet, creating short names does not seem to be only objective of a dot brand domain – memorability, typability seem to be as important as the length of domain names. There are only very few one character domains.