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All You Need to Know about Brand Top Level Domains

What is a brand top-level domain? Who is using brand top level domains? Read and find out!

For business owners and marketers, the domain name system or DNS can be a little bit tricky to navigate.
If you have been purchasing domain names recently, you’ve probably noticed terms like subdomains, hypertext transfer protocol, top-level domains, and much more. Whether or not you know what each term means is a different story.

Here is one example, www.mywebsite.com. This URL address is created of three main parts, before, between, and after the dot. WWW is the subdomain, mywebsite is the domain name, and the text after the dot is the top-level domain.

We suppose you are already familiar with the generic top-level domains such as .com, .org, .edu, .int, and others. The Internet Corporation for Assigned Names and Numbers or ICANN has expanded the DNS or the Domain Name System and introduced new domains known as brand top level domains.

Brand top level domains are like any other top level domains, however, instead of a generic term, it is brand’s trademark, for example, apple, bmw, google. Only the brand can register a second level domain name, for example, mac.apple, drive.bmw, and others.

In terms of innovation opportunities and security, there are many things you should know about. DNS or Domain Name System is the foundation of the internet. Everything runs on the DNS. The brands today can own space of the DNS. Never before one was able to own a slice of the Internet.

The new brand top-level domains offer a significant and unique opportunity to build trust, drive brand affinity, enhance security, and engage customers. Business owners are beginning to understand the new capabilities that can really improve business performance. Some of the key selling points of brand top level domains are:

– Cost-benefit: It has been officially confirmed that applying for and using a brand top level domain will add a cost burden to your business. Due to the power of language, one domain can be estimated in millions of dollars. The one-word domains, for example, are extremely valuable. They are memorable, short, and they have a meaning. The brand top-level domains are priced at a few hundred dollars and they offer lots of one-word branded domains that are trusted and authentic.

– New capabilities: For those brands who decide to make an investment and get a brand top level domain, it is important for them to design and use cases that address their objectives and priorities.

We have noticed that some big brands are getting involved and they have already launched their brand top level domains. America Automobile Association, for example, has launched their domain to help visitors find a local club. America Automobile Association is currently using aaa.aaa. Bloomberg is just another company that has taken advantage of brand top level domains. Bloomberg is using bba.blombers to send website visitors to their login portal. BMW, SEAT, Canon, are other popular examples.

– New capabilities: For those brands who decide to make an investment and get a brand top level domain, it is important for them to design and use cases that address their objectives and priorities.

We have noticed that some big brands are getting involved and they have already launched their brand top level domains. America Automobile Association, for example, has launched their domain to help visitors find a local club. America Automobile Association is currently using aaa.aaa. Bloomberg is just another company that has taken advantage of brand top level domains. Bloomberg is using bba.blombers to send website visitors to their login portal. BMW, SEAT, Canon, are other popular examples.

A brand top level domain is a great way to secure one brand’s place in this competitive business world, where customers and shoppers demand trusted and authentic properties to transact with businesses. A brand top level domain is not just another domain name you need to remember. It is a tool that helps you engage with your customers, helps you increase trust, and be innovative.

Before you decide to invest in a brand TLD, ask yourself is it really worth my investment. The answer is – it all depends. Every business is different and every business has different purposes and goals.