The .REXROTH Top-Level Domain (TLD) is sponsored and operated by Robert Bosch GmbH, which is an international company with a wide range of product and service categories. According to the Internet’s governing body, the Internet Corporation for Assigned Names and Numbers (ICANN), the .REXROTH TLD is not available for public registration. Instead, this TLD is used exclusively by Robert Bosch GmbH for branding and communication purposes (ICANN gTLD Applicant Guidebook).
As a recap, TLDs are the last part of a domain name, like .com or .org. The .REXROTH TLD is a Brand TLD (also known as “.Brand”), which is a type of Generic top-level domain (gTLD) used by a single organisation with a continuous right of use, in this case, Robert Bosch GmbH (Smart Insights, 2021).
Brand TLDs are used for enhancing customer relations and customer service, improving internal and external communication, increasing brand awareness, and protecting a brand’s intellectual property. For example, with .REXROTH, Robert Bosch GmbH can create domains like www.product.REXROTH or www.service.REXROTH that lead directly to specific products or services of the Bosch Rexroth brand.
As mentioned, Robert Bosch GmbH manages the registry for .REXROTH. This recommends that the .REXROTH domain is used by the company in a manner that provides maximum value and consumer trust, and promotes positive internet governance principles as outlined by ICANN. This management might include developing policies for the issuance of second-level domains and ensuring that appropriate security measures are in place to protect the TLD’s integrity.
The main source referenced in this analysis are the ICANN’s gTLD Applicant Guidebook and the Smart Insights website. ICANN is the global organization responsible for internet protocol resources, including the domain name system, and has strict guidelines for TLD applications. Meanwhile, Smart Insights is an internationally recognized digital marketing platform that provides practical advice, guides, and templates.
The technical understanding of the .REXROTH TLD is essentially based on the principles and regulations issued by ICANN in their guidebook, which governs the application and implementation of gTLDs, including regulations, policies, and other technical and operational criteria.
In conclusion, Robert Bosch GmbH created the .REXROTH TLD for exclusive use for its brand and its offerings. This provides a unique branding and marketing opportunity for the Bosch Rexroth segment, as well as enhances the overall user experience and trust by further specifying and simplifying their domain structure.
Sources:
1. ICANN (2012). gTLD Applicant Guidebook.
1. Smart Insights (2021). The ultimate guide to top level domains.
Further specialized search and cross-referencing of the Bosch official website and Bosch Rexroth official website may provide more specific examples of how Bosch utilizes the .REXROTH TLD.
