The top-level domain (TLD) “.commbank” is a brand-specific or brand TLD, which is a type of domain category known as a generic top-level domain (gTLD). These types of TLDs or gTLDs were introduced by the Internet Corporation for Assigned Names and Numbers (ICANN) not too long ago. A report found on ICANN’s website explains that the new gTLD program is part of an initiative to increase competition and choice in the domain name space (ICANN, New gTLD Program).
Specifically, “.commbank” is a brand TLD owned by the Commonwealth Bank of Australia, one of the largest banks in the country. The bank acquired rights to use this TLD in the hopes that it will provide a more secure and identifiable way for their banking customers to interact with them online.
For instance, with a .commbank domain, customers are more assured that they are dealing directly with the bank rather than a potential phishing site. Considering the growing cybersecurity threats that online banking users face, having a unique and easily identifiable domain like “.commbank” is seen as an important security measure for financial institutions (Australian Government, Department of Infrastructure, Transport, Regional Development and Communications, Domain name eligibility and allocation Policy rules, 2021).
To further understand a branded TLD, you can look at the similar domain “.barclays”, which is owned by Barclays Bank Plc. This TLD was specially created for Barclays to enhance the recognition of its online presence, show credibility, and increase online banking security. Just like .commbank, these types of customized TLDs can play a critical role in ensuring the safety of online banking customers and enhancing brand prominence, as explained in a report by CENTR (Council of European National Top-Level Domain Registries).
However, these domains are not open for public registration, like more traditional TLDs such as “.com” or “.net”. Instead, only the organizations or brands that acquire these TLDs can use them. In this scenario, only the Commonwealth Bank of Australia can create a webpage with a “.commbank” domain, ensuring that this domain is exclusively associated with its services, which considerably enhances the overall security of customers’ online interactions with the bank.
To summarize, the “.commbank” TLD is a branded top-level domain owned by the Commonwealth Bank of Australia, used to enhance online interaction security and brand recognition. It’s a member of the new generic top-level domains (gTLDs), which were introduced by ICANN to provide more domain choices and stimulate online competition.
Sources:
1. ICANN, New gTLD Program
2. Australian Government, Department of Infrastructure, Transport, Regional Development and Communications, Domain name eligibility and allocation Policy rules, 2021
3. Council of European National Top-Level Domain Registries (CENTR) Report
