Branded short links are used by more than 10,000 brands worldwide. All the technology giants have there own short links.
It’s now common, because it retain brand value. They can short any promotional links, download pages, video presentations to the shortest link form.
Some famous branded short links are fb.com (facebook), wa.me (Whatsapp), t.co (Twitter), g.co (google), youtu.be (you tube) etc.