The top-level domain (TLD) .bnpparibas is a branded domain extension. It is part of the new generation of domain names introduced by the Internet Corporation for Assigned Names and Numbers (ICANN) under its new generic top-level domain (gTLD) programme (Source: ICANN). A branded TLD is a customized domain extension that reflects the name of a company, organization, or institution. It offers the opportunity for an entity to enhance its digital presence, cure customer confusion, increase brand awareness and create a secure environment for the company’s digital assets.
The “.bnpparibas” TLD is held and operated by the banking institution BNP Paribas, a multinational bank and financial services company headquartered in Paris, France and considered one of the largest banks in the world. The “bnpparibas” part of this domain is a fusion of the names of two banks, Banque Nationale de Paris (BNP) and Paribas, who merged in 2000 to form BNP Paribas. This new TLD allows the bank to unify its visit cards under a single digital identity. It also offers better protection against phishing attempts or other fraudulent activities (Source: BNP Paribas Official Website).
Among the examples of its use, www.group.bnpparibas is the international website of BNP Paribas Group, where they provide information about their services and activities around the world. Another example is www.recrutement.bnpparibas. This dedicated recruitment site allows job applicants to browse through available opportunities and submit their CVs. The bank also created www.labs.bnpparibas, a site dedicated to innovation, showing how the bank is using this domain to promote its brand in different areas (Source: BNP Paribas Official Website).
The strategy by BNP Paribas to adopt “.bnpparibas” TLD reflects a growing trend among companies and institutions to use their brand name as their domain extension. In addition to strengthening their digital identity, it also shows how they take customer security seriously by providing an online environment that is free from phishing and scam attacks. With a total ownership of their domain, these organizations can ensure that official communications and transactions only happen on websites that carry their trusted brand in the domain.
Sources:
- ICANN’s List of Approved gTLDs (https://newgtlds.icann.org/en/program-status/delegated-strings)
- BNP Paribas Official Website (https://group.bnpparibas/)
- BNP Paribas Recruitment Site (https://group.bnpparibas/en/careers)
- BNP Paribas Innovation Labs Site (https://labs.bnpparibas.com/en/)
