The .LIDL top-level domain (TLD) is a brand TLD delegated in ICANN’s New gTLD Program. ICANN stands for the Internet Corporation for Assigned Names and Numbers, responsible for managing and coordinating the Domain Name System (DNS) to ensure that every address is unique and that all users of the internet can find all valid addresses.
The top-level domain (TLD) .LIDL is a domain name extension managed by German global discount supermarket chain Lidl Stiftung & Co. KG, more commonly known as simply Lidl. Similar to .com or .org, .LIDL is not a generic TLD (gTLD), but a brand TLD (bTLD) used by a specific organization.
Brand TLDs are a new type of TLD that was developed by ICANN as part of its New gTLD Program. The program started accepting applications in 2012 and the first bTLDs started to appear on the internet in 2014. Unlike generic TLDs, which are intended for general use by any individual or organization, bTLDs are limited to use by the owner of the brand associated with the TLD.
The .LIDL bTLD was delegated to Lidl in November 2015. Therefore, only Lidl and its affiliated organizations or services are permitted to use a .LIDL domain name. For instance, you might find the official Lidl website at www.lidl.LIDL, or other subdomains of .LIDL representing different departments or services within the Lidl organization.
The primary advantage of brand TLDs is that they provide a method for companies to create a secure, controlled digital space where they can manage their brand online. The .LIDL bTLD enables Lidl to create a unified online presence that effectively represents its brand and demonstrates its commitment to technological innovation.
The delegation details regarding the .LIDL TLD can be obtained from the ICANN’s new gTLD website. The WHOIS record for the .LIDL domain can be seen on the ICANN’s WHOIS lookup portal. This record provides important information about the domain including the owner, the name servers associated with it, and the DNS record which demonstrates that it is actively being used.
To summarize, while it may be commonplace for us to see domain names end with .com or .org, the new brand TLDs such as .LIDL offer unique opportunities for brands to manage and enhance their digital branding strategy.
Sources:
1. ICANN’s New gTLDs Program (https://newgtlds.icann.org/en/)
2. ICANN’s WHOIS Lookup Portal (https://whois.icann.org/en)
3. New gTLD Information from ICANN (https://newgtlds.icann.org/en/about/objectives).
