The top-level domain (TLD) for TOYOTA is a unique case in the arena of internet domain names. Strictly speaking, “.TOYOTA” is an industry-specific proprietary or Dot Brand TLD, owned and utilized by the Toyota Motor Corporation. TLDs such as “.com” or “.net” are well known, but new TLDs like “.TOYOTA” were introduced as part of Internet Corporation for Assigned Names and Numbers (ICANN)’s New gTLD Program to provide this global automotive brand with a digital territory of their own.
A brand or generic TLD provides many benefits for the owning corporation. This includes increasing brand visibility and credibility, offering more online-name options, improving search engine rankings, offering robust security, and providing more marketing and branding opportunities. As a pioneering example of gTLD usage, Toyota Motor Corp. is able to conduct business and marketing activities under a digital domain that strongly emphasizes their brand identity.
From a technical perspective, in an ICANN TLD application report, the operations of the “.TOYOTA” gTLD will be directed by Toyota IT department, which is responsible for the development and maintenance of Toyota’s internal global IT network. As mentioned in their application, they plan to use the TLD to strengthen their online presence and brand as a whole.
For example, in marketing and advertising, TV commercials or billboards could drive viewers to a specific campaign or model-specific site like “Corolla.Toyota”. This reinforces the brand name and provides a simple, easy-to-remember web address. This model has potential to enhance user’s navigation and search on sites attained through search engine optimization benefits.
However, we should note that as of today, “.TOYOTA” and other brand-based TLDs are still underutilized. While they have the potential to revolutionize digital branding and marketing strategies, the learning curve and implementation effort are factors delaying widespread adoption.
In conclusion, “.TOYOTA” is an example of a branded or proprietary top-level domain that provides Toyota Motor Corporation a unique presence in the digital world. This specific TLD is a part of ICANN’s New gTLD Program and it is used to reinforce the identity and online presence of the Toyota brand.
Sources:
- ICANN. “About the Program – New gTLDs”. Retrieved from: https://newgtlds.icann.org/en/about/program
- Adams, Lauren. (2018). “Why Use a Branded Top-Level Domain?”. Afilias. Retrieved from: https://www.afilias.info/blogs/why-use-branded-top-level-domain
- Toyota Motor Corp. “.TOYOTA”. ICANNWiki. Retrieved from: https://icannwiki.org/.TOYOTA
-Arfania, Amin. (2018). “How Branded Top-Level Domains Improve SEO Rankings”. Skystruck Media. Retrieved from: https://skystruckmedia.com/seo/branded-top-level-domains-seo/
