The top-level domain (TLD) ‘.suzuki’ is a brand TLD (bTLD), which is a type of domain namespace exclusively made for a specific corporation or brand. The ‘.suzuki’ domain is associated with the Suzuki Motor Corporation, a well renowned Japanese automotive manufacturer. It was created as part of the program implemented by the Internet Corporation for Assigned Names and Numbers (ICANN) to improve competition and innovation in the online environment.
The Internet Corporation for Assigned Names and Numbers (ICANN), is an American multistakeholder group and non-profit organization responsible for coordinating the maintenance and procedures of several databases related to the namespaces and numerical spaces of the Internet, ensuring the network’s stable and secure operation. The move to allow companies to register their own TLD was designed to create more online space and improve the internet’s resilience and scalability.
In 2013, Suzuki Motor Corporation applied for the dot-suzuki (.suzuki) top-level domain, which ICANN approved as per https://newgtlds.icann.org/en/. The delegation of the .suzuki domain to Suzuki Motor Corporation was completed in 2015, about 2 years after their application.
Brand TLDs offer substantial benefits for major brands, such as improved customer trust, brand protection, advertising and marketing potentials, search engine ranking, and a stable platform for digital innovation. For example, a brand like Suzuki registering its own bTLD perceivable improves the likelihood of securing high quality domain names, such as “motorcycles.suzuki” or “cars.suzuki”, which improves their visibility and recognition on the internet.
In essence, the .suzuki domain name represents a new tool for Suzuki Motor Corporation to consolidate its online presence, better manage its digital assets and further bolster its brand to customers, stakeholders, and fanatics of its various motor vehicles.
It is important to note that these brand TLDs are not open for public registration, meaning that only the companies who have successfully applied and been approved by ICANN can use and manage these domains. Furthermore, the application process is comprehensive and involves a hefty application fee, as well as requiring the applicant to demonstrate the operational, technical, and financial capacity to run a domain registry.
Sources used to get the information include ICANN’s website (https://www.icann.org), World Intellectual Property Organization (https://www.wipo.int/amc/en/domains/gtld/), and Suzuki’s Official site (https://www.globalsuzuki.com/).
