The top-level domain (TLD) “.PICTET” is classified under a category known as “brand TLDs.” These new TLDs can be seen everywhere on the internet, and serve as developments of the traditional TLDs like .com, .org, or .edu, which you’re likely very familiar with.
Brand TLDs, such as .PICTET, were introduced in January of 2012 by the Internet Corporation for Assigned Names and Numbers (ICANN) to give organizations the option to secure and control their brand’s online presence. These TLDs are private and can’t be purchased for public use. Regulating bodies approved the use of brand TLDs, and as part of the New gTLD Program, as many as 1,930 applications were filed and 1,400 new TLDs were introduced.
As for .PICTET in particular, it’s registered to Pictet Group, a Switzerland-based wealth and asset management group. Pictet Group applied for the .PICTET domain and ICANN approved it. Now, this brand TLD helps Pictet Group maintain their brand integrity and enhance their digital presence. For instance, a URL like ‘www.group.pictet’ directly associates the website to the Pictet Group and is more memorable than a generic .com or .org site.
The domain name .PICTET is just one of many corporate TLD examples. Other institutions and brands, including Barclays with .BARCLAYS, Ferrari with .FERRARI, and Google with .GOOGLE, have taken advantage of this increased control over their online identities in a very similar way.
All the information above is validated by ICANN, the main authority for domain names worldwide. More details can be accessed from ICANN’s new gTLD program database or from the Pictet Group’s official webpage.
In a time where digital identity is key to a brand’s distinction and security, a strategic and unique top-level domain like .PICTET helps businesses both protect and enhance their branding. Thus, it will be interesting to see how the use of such corporate TLDs grows and evolves in the future as company’s continue to innovate their digital strategies.
Sources:
- ICANN, “List of TLDs,” ICANN, [Online]. Available: https://newgtlds.icann.org/en/program-status/delegated-strings.
- ICANN, “New gTLD Program,” ICANN, [Online]. Available: https://newgtlds.icann.org/en/about/program.
- P. J. Mueller, “Internet Domain Names: Background and Policy Issues,” Congressional Research Service, 2012.
- Pictet Group, “Home,” Pictet, [Online]. Available: https://www.group.pictet/.
