The top-level domain (TLD) ‘.BMW’ is a brand TLD, which is a type of domain name that can be registered by a company for its own exclusive use. According to ICANN’s (Internet Corporation for Assigned Names and Numbers) Specification 13, brand TLDs are specifically designed for the sole use of the trademark owner or its affiliates, and are not meant to be available for registration by the general public.
The German automobile, motorcycle, and engine manufacturing company, Bavarian Motor Works (BMW), is the owner of the ‘.BMW’ TLD. This was made official and clear after BMW applied for it during ICANN’s new gTLD (generic top-level domain) program which began in 2012.
The company, according to the World Intellectual Property Organization (WIPO), used the ‘.BMW’ domain as a “brand identifier”, to “enhance consumer trust by signaling to the internet user that all content on the site is created and endorsed by BMW.” It also serves to distinguish the company’s online presence from other entities or individuals named BMW that are present on the web.
An example of its usage could be found in their company’s innovation and information platform, www.next.BMW. The website provides an in-depth look into the future of mobility and BMW’s visions and ideas. The security of having an exclusive TLD ensures that any information shared on this site is viewed as reliable and official by the consumers or anyone browsing the website.
Moreover, using a specific TLD like ‘.BMW’ can also contribute to search engine optimization (SEO). This is because search engines may take into account the TLD of a website when ranking pages for specific queries, helping the website to perform better in search results related to BMW.
In conclusion, ‘.BMW’ is an example of a brand TLD owned and exclusively used by BMW. This has been made possible through ICANN’s domain naming policy allowing companies to apply for a TLD that bears their own trademark. Such proprietary use of TLDs serves multiple purposes, including brand identification, authenticity assurance, and potentially improved SEO rankings.
Sources:
1. ICANN’s Specification 13: https://newgtlds.icann.org/en/applicants/agb/base-agreement-contracting/specification-13-applications
2. BMW’s .BMW registry agreement with ICANN: https://www.icann.org/resources/agreement/bmw-2014-03-06-en
3. WIPO on ‘.BMW’ Trademark: https://www.wipo.int/branddb/en/
4. BMW’s innovation website: https://www.next.bmw/
