The top-level domain (TLD) “.itau” is a branded TLD, not available for public registration, owned by the financial institution Itau Unibanco S.A., headquartered in Sao Paulo, Brazil, which provides banking solutions globally. This TLD falls under the category of “.brand” TLDs, a type of generic TLD (gTLD) that companies can apply for to enhance their online presence and reinforce their brand identity.
According to ICANN (the Internet Corporation for Assigned Names and Numbers), the organizations that provide TLDs must meet specific criteria. For example, they must demonstrate their operational, technical, and financial capability to run a domain registry. In 2011, ICANN started the new gTLD Program which permitted companies to apply for .brand TLDs, and the .itau domain was granted to Itau Unibanco S.A.
Businesses like Itau Unibanco use their .brand TLD to create a secure and trusted internet environment for their customers. For instance, domains under .itau can only be registered by Itau Unibanco S.A., limiting the possibility of cyber threats such as phishing, thus improving customers’ trust in the brand’s online interactions. Websites can include specific services or locations, like atendimento.itau or itau.br.
According to CSC global, using a .brand TLD can improve a company’s visibility in search engine results, increase the relevancy of ads, and improve email delivery rates.
The use of a branded TLD is part of a bigger digital marketing strategy. This innovative approach has been adopted by various companies worldwide, such as .google, .microsoft, .amazon, to mention a few, with the aim of transforming how they interact digitally with their consumers, and providing a more secure, user-friendly, and immersive online experience.
Therefore, while it is not a typical or standard top-level domain available for purchase by the general public, a .itau domain provides itau with valuable advertising, branding, and security benefits that can significantly benefit them in the online marketplace.
Sources:
- ICANN. (2011). New gTLD Program. https://newgtlds.icann.org/en/
- ICANNWiki. (2017). .brand. https://icannwiki.org/.brand
- CSC. (2020). The Benefits of a .Brand. https://www.cscdbs.com/blog/the-benefits-of-a-brand/
- World Trademark Review. (2019). Brand TLDs become more mainstream. https://www.worldtrademarkreview.com/domain-names/brand-tlds-becoming-more-mainstream-as-usage-continues-go.
- Itau. https://www.itau.com/
