The Top-Level Domain (TLD) “.volvo” is an Internet domain extension that belongs to the category of “Brand TLD.” The field of internet domains has expanded extensively in the last decade, with the Internet Corporation for Assigned Names and Numbers (ICANN) introducing a program in 2012 to allow organizations to apply for personalized TLDs, known as generic top-level domains (gTLDs). These new gTLDs could include the name of a brand like “.volvo”.
According to ICANN’s recorded lists, the .volvo TLD was delegated to Volvo Trademark Holding AB, the car manufacturer based in Sweden. This allocation took place in December 2015, as part of the new gTLD program proposed by ICANN.
A Brand TLD, such as .volvo, is usually restricted for use only by the brand owner and its authorized entities. This means that, unlike “.com” or “.org,” regular internet users cannot purchase a .volvo domain for personal or commercial use.Application is complex and expensive, intending to discourage reckless applications and limit the program to serious organizations with established brands. The .volvo TLD, thus, is used exclusively by Volvo and its subsidiaries and authorized partners.
There are several reasons why a brand might opt to have its own TLD. It provides the ability to have full control over the brand’s online presence. It increases brand visibility and may simplify site structure. It also adds a layer of security, as the brand controls all the second-level domains under that TLD. In this case, the adoption of the .volvo TLD is indicative of Volvo’s aim to bolster its online presence, brand recognition, and security.
However, as of my current research, Volvo does not appear to have made extensive use of this TLD as yet. Brand TLDs are underutilized because they are not highly recognized by the general public and might confuse customers more familiar with traditional TLDs like .com or .org.
The information has been taken from reliable sources, namely ICANN’s official website that documents its processes and policies in detail, including its new gTLD program and a list of all delegated TLDs.
In conclusion, the .volvo TLD is a brand-specific domain extension authorized for Volvo by ICANN. It offers control and security for brand’s online presence, but is not widely used as of now presumably due to familiarity issues among consumers with such brand-specific TLDs.
References:
1. ICANN’s New gTLD Program. (n.d.). Retrieved April, 2022, from https://newgtlds.icann.org/en/
2. List of Delegated Strings. (n.d.). Retrieved April, 2022, from https://newgtlds.icann.org/en/program-status/delegated-strings
3. Rothenberg, M. (2017). Why CEOs Should Care About their Company’s TLD. CircleID. Retrieved April, 2022, from http://www.circleid.com/posts/20171101_why_ceos_should_care_about_their_companys_tld/
