The top-level domain (TLD) “.honda” is an example of a branded TLD, a type of TLD available to corporations or organizations who wish to enhance their online presence by directly associating their brand name with their domain name.
It’s important to note that branded TLDs like “.honda” are part of a newer wave of TLDs, commonly referred to as new gTLDs (generic top-level domains). The Internet Corporation for Assigned Names and Numbers (ICANN), the global authority on domain naming policy, started this program in 2012. Before then, most websites used common TLDs such as “.com”, “.org” or “.net”. Now, many organizations, especially those with strong brand identity, are electing to use branded TLDs as part of their online marketing strategy.
The “.honda” domain is specifically registered to Honda Motor Co., Ltd. As such, the company has complete control over the domain and how it is used. Honda can decide which subdomains to create, effectively allowing them to better manage their online brand image. Because of the association between the brand and the domain, visitors can easily discern and trust the authenticity of websites under the “.honda” domain.
Many established companies and organizations have registered for brand TLDs. Google, for example, has “.google”, Amazon has “.amazon” and the BBC has “.bbc”. These branded TLDs are invaluable in helping these corporations improve brand visibility, streamline customer access to their online services, and control their online brand environment against counterfeiting or spoofing.
Furthermore, the shift towards branded TLDs also simplifies the online representation of business. For instance, Honda could use “cars.honda” for their automobile division, and “motorcycles.honda” for their motorcycle division, simplifying domain names and making them more memorable for their customers.
However, obtaining a branded TLD is not an easy process. ICANN has a rigorous application and review process, and the costs can be prohibitive – currently, the application fee sits at $185,000, with ongoing yearly costs. For this reason, the use of branded TLDs is most common among large corporations.
In conclusion, the “.honda” TLD is an example of how corporations can utilize branded top-level domains to their advantage. By owning and controlling their own TLD, Honda, and companies like it, can provide a more secure and streamlined online experience for their customers, while also furthering their own brand recognition and authenticity.
References:
1. https://icannwiki.org/.honda
2. https://www.icann.org/news/blog/icann-s-top-level-domain-name-program
3. https://gtldresult.icann.org/applicationstatus/applicationchangehistory/177
4. https://icannwiki.org/Brand\_TLD
5. https://newgtlds.icann.org/en/about/program
6. https://www.icann.org/resources/pages/application-2012-02-09-en
