As per the request, this answer will revolve around the top-level domain (TLD) “.Bentley”. However, as a beginning note, it is vital to detail that a top-level domain (TLD) is the last segment of a domain name which follows the final dot. It is used to categorize the website by function or by country, for instance .gov, .edu, .com, being “.gov” for U.S. government sites, “.edu” for educational institutions, and “.com” for commercial entities. However, there are also TLDs that are branded, referring to a specific brand or company and this is where “.Bentley” comes into play (ICANN, internet governing body).
The “.Bentley” top-level domain (TLD) is what is known as a Brand TLD. ICANN launched the New generic top-level domain (gTLD) Program, which enabled corporations to apply for their names or trademarks as TLDs. A classic example is “.Bentley”. Bentley Motors Limited, one of the world’s leading luxury carmakers based in the UK, applied for the “.Bentley” TLD to enhance its online presence and reinforce its brand name (2012 ICANN New gTLD Application Results).
Specifically, the “.Bentley” TLD is employed and controlled by Bentley Motors Limited. This allows the company to secure its online branding and get rid of any potential for domain-related cyber-crimes attached to its trademark, ensuring the provision of a secure and authentic portal for its customers, employees, and stakeholders around the world. However, as a Brand TLD, it might be unavailable for public registration, meaning the domain names directly under “.Bentley” are primarily reserved for the company’s use (Domain Name Wire, Bentley gets its own top-level domain name).
To illustrate, if you type in “www.corporate.Bentley” into your address bar, you will land on the website of Bentley that provides comprehensive information about their business and interest in corporate responsibility. It showcases how a brand-based TLD can be utilized to segment different aspects of the business while maintaining brand consistency and trust (corporate.Bentley website).
Sources used:
- ICANN: “About New gTLDs”. Accessible at: https://newgtlds.icann.org/en/about/program
- ICANN: “New gTLD Current Application Status”. Accessible at: https://newgtlds.icann.org/en/program-status/application-results
- Domain Name Wire: “Cars get own domain names”. Accessible at: https://domainnamewire.com/2015/12/09/cars-get-own-domain-names/
- corporate.Bentley website, accessible at: http://www.corporate.bentley/
