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Re-appropriate your brand on the internet with a Brand TLD

July 10, 2018

With the next ICANN* call for applications in sight for 2021, Afnic explains in a new white paper the many advantages of brand TLDs and gives practical advice and information.


A brand TLD (.brand) is an Internet extension corresponding to a brand such as .sncf or .leclerc. Since these extensions belong to the brands in question, they can use them to differentiate all of their digital services (website, email addresses, etc.) and define the rules of use according to their needs and their projects. Brand TLDs offer multiple levers to rethink a digital strategy and promote a brand image through an innovative online presence that brands can control.


Afnic, which has helped many of its customers implement ambitious projects around brand TLDs, has been able to identify the many opportunities provided by these custom domain extensions and understand the issues facing organizations starting such a business venture.


This white paper details the advantages of using a brand TLD for organizations choosing to do so with their partners, customers and prospects around 4 focal points:

  • Greater homogeneity and coherence in their digital offer
  • Greater authenticity with the creation of a unique digital space
  • Greater proximity with an innovative online experience
  • Greater security thanks to a trusted digital namespace

This white paper is intended for new players who would like to develop their own brand TLD, and have all the necessary information (the steps to be taken, the costs to be anticipated, resources to be allocated, etc) and the practical keys to make their project a success.


Finally, this new white paper presents many testimonials of brands that have their own TLDs. They explains their strategies and give precious advice.


Afnic White Paper on Customized Internet Extentions (Brand TLDs)

Download the "Customized Internet Extensions" white paper


*Internet Corporation for Assigned Names and Numbers


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Afnic (the French acronym for "Association Française pour le Nommage Internet en Coopération" i.e. the French Network Information Centre), is a non-profit association. For 20 years, we have been the registry for the management of Internet addresses under the .fr TLD suffix. We also manage the French overseas TLDs for .re (Reunion Island), .pm (St. Pierre and Miquelon), .tf (French Southern and Antarctic Territories), .wf (Wallis and Futuna), and .yt (Mayotte). In addition to the more than 3.2 million domain names they represent, we are also the back-end registry for 14 companies as well as local and regional authorities that have chosen to have their own TLD suffix including .paris, .bzh, .alsace, .corsica, .mma, .ovh, .leclerc and .sncf. We actively support the digital transformation of small and mid-size businesses in France with our system Réussir en .fr ( and offer a free online presence support package ranging from diagnostic tools to on-site training throughout France. As an association, we federate a community of more than one hundred members with varied profiles but all of whom are stakeholders on the web: registrars, companies, federations, users, institutions, etc. Our role is part of a broader assignment involving the common good, which consists in helping to make the Internet more secure, stable and open to innovation each day, in which the French Internet community plays a leading role. In addition, we pay 90% of the profits from the management of the .fr TLD to our Afnic Foundation for Digital Solidarity ( which each year finances some thirty projects designed to reduce the digital divide throughout France.