The top-level domain (TLD) “.bosch” is a Brand TLD delegated in ICANN’s New gTLD Program. Robert Bosch GmbH, a German multinational engineering and technology company, manages this TLD and intends to use it solely for the promotion and communication of Bosch products and services.
A TLD is the last segment of the domain name. It follows immediately after the “dot” symbol. Common TLDs such as .com, .org, .net are Generic Top-Level Domains (gTLDs), while specific country code TLDs (ccTLDs) include endings like .us, .fr, .uk etc.
The .bosch TLD falls under the category of Brand TLDs, which are a type of gTLD that carries the name of the brand itself. The Internet Corporation for Assigned Names and Numbers (ICANN), the organization responsible for managing and coordinating the Internet’s Domain Name System, implemented this in its New gTLD Program. The program’s primary goal is to enhance competition, innovation, and consumer choice.
With the .bosch TLD, Robert Bosch GmbH can create a digital corporate identity that is easily recognizable and manageable. For example, rather than having different domain names under .com or .net, all domains can be succinctly organized under .bosch, such as www.products.bosch or www.services.bosch. It also increases online security as it reduces the risk of cybersquatting and other fraudulent activities.
However, it is important to note that Brand TLDs are not made available to the public for registration. Only the companies that requested these TLDs can use them, and the use case is usually restricted to the company’s affiliates or licensed partners.
The ICANN provides detailed data on all TLDs as part of the New gTLD Program, where you can gather more information. The .bosch TLD, like other Brand TLDs, was subject to rigorous application and evaluation processes to ensure its integrity. During the application process, Robert Bosch GmbH had to provide financial, technical and operational criteria to demonstrate the ability to run a TLD registry.
In conclusion, the .bosch TLD is a way for Robert Bosch GmbH to maintain a unique, secure, and structured online presence. It underpins a broader strategy by many large corporations to leverage branded TLDs for enhancing online branding, improving security, and better managing digital assets.
Sources:
1. ICANN Wiki [https://icannwiki.org/.bosch]
2. Explanation of gTLD Program by ICANN [https://newgtlds.icann.org/en/about/program]
3. Case study on how brand TLDs are used by Jean Guillon (2017) [https://giga.law/blog/2017/12/8/exploring-the-impact-of-brand-top-level-domains].
