Deciding on Brand TLDs for Brand Protection. Building Internal Consensus Smoothly.

――Could you tell us about your department and your daily responsibilities?

Mitsuda:
We belong to the Trademark and Mark Management Promotion Section within Bridgestone’s Intellectual Property Division. Our main responsibilities include trademark clearance searches, filing and registration, and countermeasures against counterfeit products. We also handle global domain registration and management.

――Is the operation of Brand TLDs managed by the same team?

Uchida:
Yes, the same members manage both regular domains and Brand TLDs without distinction. However, when it comes to strategic use, such as naming or marketing initiatives, we work as a cross-functional team involving the Intellectual Property Division, CI Management Department, Global Communications Operations Department, and IT Risk Management Department.

――What initially led you to consider acquiring Brand TLDs such as “.bridgestone” and “.firestone”?

Mitsuda:
It began around the time of the first round in 2012, mainly from the perspective of brand protection. At that stage, GMO BRAND SECURITY provided us with valuable early information, which allowed us to begin preparing our applications.

Mr. Sho Mitsuda (Manager, Trademark and Mark Management Promotion Section, Intellectual Property Department)

――At that time, you applied for three domains, correct?

Uchida:
That’s right. We applied for “.bridgestone” and “.firestone,” which represent our global brands Bridgestone and Firestone, and also for a Chinese-character TLD to prevent unauthorized third-party registration in China. Once we confirmed that no other applications had been filed, we withdrew the Chinese-character TLD and decided to maintain the two main Brand TLDs.

――Since Brand TLDs were a new concept, and the ICANN application fee was a substantial 185,000 USD, many companies struggled to gain internal approval. How was it at Bridgestone?

Mitsuda:
In our case, internal approval went quite smoothly. There were two key perspectives — proactive protection of our brand rights and the enhancement of corporate value from a branding and marketing standpoint. These aligned well internally.

Uchida:
Of course, the high application and maintenance costs were an issue to consider, but we decided to maximize the value of the Brand TLDs to justify the investment. Although administrative coordination required some time and effort, we were able to follow internal procedures methodically.

Mitsuda:
Thanks to GMO BRAND SECURITY providing extensive information on the significance of Brand TLDs, we were able to communicate that internally right away. That helped avoid any major resistance.

――How long did it take to get the internal approval finalized?

Uchida:
It was approved in just a few days. We had already discussed it at a higher-level body — the Brand Promotion Committee — and explained it to executive-level members in advance. Because of that groundwork, the process went very smoothly.

Mr. Kohei Uchida (Manager, Trademark and Mark Management Promotion Section, Intellectual Property Department)

――That’s an impressive pace. Were there any difficulties on the practical side of the application process?

Mitsuda:
We worked closely with the finance department to gather the necessary information, such as issuing letters of credit. Since we already had regular communication with them, there were few stumbling blocks in the internal procedures. That said, the application required a considerable number of documents and therefore a fair amount of work. In reality, we progressed step by step together with GMO Brand Security.

To move the project forward, we established a cross-functional team called the New gTLD Operations Preparation Committee. While our intellectual property department took the lead, we selected members from related departments such as public relations and IT, and tackled the process as a company-wide project.

――So it was your clear sense of purpose around brand protection and the collaborative preparation across departments that led to smooth consensus building.
In the first round held in 2012, since it was ICANN’s first such initiative, domain acquisition took longer than expected. Given that, were there any concerns raised within the company?

Uchida:
Yes, there was a general awareness that things were taking longer than anticipated. However, because GMO Brand Security was involved as our partner, we didn’t feel particularly anxious about it.

Beginning Company-Wide Use of Brand TLDs. Realizing the Benefits

――Once you obtained the Brand TLDs, how did you begin using them?

Uchida:
At first, our goal was defensive — brand protection — so we decided to think collectively about usage after obtaining them. One of the first uses was for events.

For example, during the Olympics and Paralympics, for which Bridgestone served as a worldwide partner, we used our Brand TLD for the special campaign site.

Later, in 2023, we officially declared our intention to expand company-wide utilization of Brand TLDs. This timing coincided with our push toward digital transformation (DX) and digital solution businesses, which significantly increased new domain registrations.

We shifted our policy from registering various “.com” domains to using Brand TLDs to strengthen governance.

――That’s a decisive shift. Have you seen tangible benefits from using Brand TLDs?

Yuki Terachi (Sales & Marketing Division, GMO Brand Security)

Uchida:
Absolutely. The greatest benefit is stronger domain governance — a simple yet powerful solution. Consolidating new domain registrations under our Brand TLD has prevented unnecessary domain sprawl.

We also reviewed our global domain name guidelines and reassessed which protective domains we actually needed to retain. The mindset is now that only the bare minimum is necessary — essentially, our Brand TLDs are enough.

Mitsuda:
The security benefits are also significant — that’s one of the strongest reasons for using Brand TLDs. We expect to see even greater effects in this area.

Uchida:
Domains are critical digital touchpoints between Bridgestone and all our stakeholders. We have a responsibility to ensure those touchpoints are safe and trustworthy. A URL ending in “.bridgestone” instantly signals that it’s an official Bridgestone site — that’s a huge advantage.

Each month, we still encounter cases of typosquatting or domain abuse. The more we migrate to “.bridgestone,” the less customers have to worry about fake sites.

Mitsuda:
Ultimately, our goal is to consolidate all Bridgestone Group domains under “.bridgestone,” eliminate phishing risks, and create an environment where customers can safely access our sites.

――If you just remember that brand’s domain, you can obtain information safely and securely — that’s the real advantage of Brand TLDs.

Challenges: Awareness and Universal Acceptance

――What challenges have you faced in implementing and operating Brand TLDs?

Uchida:
One issue is Universal Acceptance (UA). When we began using Brand TLDs in email addresses, some reservation systems — such as hotel booking sites overseas — didn’t accept them and returned errors.

Mitsuda:
We even had trouble booking airline tickets. It happened several times over a couple of months — as the domain manager, that was alarming! (laughs)

――That must have been a bit nerve-wracking… It really shows that there are still quite a few systems out there that don’t yet support Brand TLDs.

Uchida:
We resolved it by setting up an alias under “bridgestone.com.” Since then, we haven’t had further issues, but as usage grows, similar problems may resurface. For now, we must plan with such contingencies in mind.

――Indeed, UA is an industry-wide issue that requires collaboration among registry operators and ICANN. Please feel free to reach out anytime. Were there any other challenges?

Uchida:
Awareness is another one. Not only among end users but also within the industry. For example, when developing a new website, we’re sometimes asked by vendors, “What’s the equivalent of ‘.com’ here?” (laughs) Broader recognition would certainly make adoption easier.

――Do you notice differences in awareness between regions?

Uchida:
Yes. Surprisingly, Europe showed more hesitation toward Brand TLDs than the U.S. It took a bit more time to gain cooperation from local teams there due to limited adoption.

Mitsuda:
Conversely, our American colleagues were generally more curious and positive about Brand TLDs.

――Interesting — cultural differences clearly play a role.

Looking Ahead — Brand TLDs as Trusted Sources in the AI Era

――What are your future plans for Brand TLD utilization?

Mitsuda:
We see great potential in using Brand TLDs as a mark of authenticity. For example, when selling tires online, they can certify that a site belongs to an authorized Bridgestone dealer. We’d like to actively explore and implement such use cases.

Uchida:
Yes, by doing so, we can ensure customers can purchase our products with complete confidence.

――That ties into strengthening governance and unifying brand experience across your entire supply chain, including dealerships. With AI increasingly influencing information delivery, the trustworthiness of information is becoming more critical. How do you view that?

Uchida:
We believe Brand TLDs play a vital role in maintaining information trust in the AI era. As AI begins to proactively deliver information rather than users seeking it, the source of that information will become crucial. With “.bridgestone,” it’s immediately clear that the content originates from the official and secure Bridgestone source. In that sense, Brand TLDs are key elements of our branding strategy.

Therefore, using Brand TLDs as the digital origin of our content is not optional — it’s essential.

――Thank you for sharing these valuable insights. Finally, was it worth obtaining Brand TLDs?

Mitsuda:
Absolutely — both in terms of strengthening our brand and ensuring customer safety.

Uchida:
We’re now truly beginning to experience the full benefits of Brand TLDs. Their value grows the more they’re used.

Mitsuda:
To maximize that value, we intend to accelerate the process of transitioning our existing sites to “.bridgestone.”