Kevin Murphy reporting in DomainIncite: "Japanese electronics giant Hitachi has emerged as the second big consumer brand to officially announce it will apply for a '.brand' top-level domain. GMO Registry, also based in Japan, is the company's back-end provider of choice, according to this news release..."
Canon was the first major consumer brand to announce it's intention to apply for a .brand TLD (i.e. .canon) back in March of 2010.
Hitachi to apply for .hitachi Kevin Murphy, Mar.2.2011
Hitachi to Partner with GMO Registry to Apply for and Operate ".hitachi" Domain Official Press Release, Mar.3.2011
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