6 reasons why a Top-Level Domain gives you greater control over your distribution network

1. A single framework for all points of sale

Some networks’ points of sale manage their online presence independently; they choose their own web agency, domain name and website layout, manage updates, etc. Everyone tries to do their best, but with different resources, service providers and levels of proficiency.
Which leads to visible discrepancies from one establishment to another, despite them all representing the same brand. This is particularly the case in networks that encompass several types of distributors.

The brand Audi, for example, has a dealership network comprised of different statuses: directly-owned sites managed by the brand itself, and private dealerships operated by independent distributors (single and multi-brand). This diversity made harmonisation difficult. Audi’s solution was the .audi TLD: a single address framework and common templates, but leaving each point of sale the possibility to add its own local content.

Thanks to this common base provided by the brand – a structure, templates, services, and ready-to-use elements – each point of sale can access official content without needing to start from scratch. And they can still add content specific to their activity, their team, and their local market or city. It is a support strategy rather than a control strategy. Dealerships can therefore communicate information on their events, opening times or local promotions, while still remaining clearly connected with the brand identity.

This was also the solution implemented by the insurance group MMA with its .mma TLD. The network has over 1,600 agencies, all of which have the same reliable and recognisable address framework while still being able to adapt local content to their business line and customer relations.

2. Immediate brand recognition online

Many networks end up with addresses like brand-paris.fr, insurance-lyon-brand.com or agency-45.net. These may not necessarily be illogical, but customers don’t have a clear marker that tells them whether the website is official or not. And this uncertainty is heightened when it’s their first encounter with the brand.

With a brandTLD, an address becomes a sign of authenticity that leaves no room for doubt. Points of sale can be identified coherently and consistently:

• paris.brand
• lyon.brand
• contact@paris.brand

The address therefore becomes the marker. It tells the customer: “yes, it is official”.
And removes the guesswork.

This has been the approach adopted by manufacturers like Audi (.audi) and Toyota (.toyota) for their dealership networks: a common address framework that makes the brand instantly identifiable, while clearly distinguishing between local points of sale (city, dealership, contact).

A common name, several establishments, a single reference: customers understand where they are even before they arrive at the page.

3. Lower risk of spoofing and fake messages sent “in the brand’s name”

Email exchanges are part of everyday life within networks, whether for appointments, quotations, follow-up services or commercial relationships. Which is precisely why they are a favourite target for fraudsters. All it takes to trick a customer or supplier is an email that looks like it comes from a point of sale.

The problem is that if each point of sale uses different addresses, sometimes with similar or poorly standardised names, this makes it easy to imitate the brand.

Customers feel they can trust the fraudulent email because they recognise the name of the point of sale – and that’s where the risk lies.

With a brand TLD, only the brand itself can create Internet addresses under its TLD.
Fraudsters can no longer “fabricate” an address that gives the illusion of belonging to the network. And most importantly, brands can activate the same messaging security settings across the network, centrally.

This makes it possible to:

• block emails that don’t prove their identity or send them to the spam folder (DMARC quarantine policy),
• reduce the number of spoofing attempts,
• react more quickly in the event of an alert.

A rationale that BNP Paribas has already implemented: its bank advisors use standardised addresses in the format “firstname.surname@contact.bnpparibas”, which validates their identity and limits the risk of spoofing.

For a network, this means fewer risks, fewer incidents to handle, and above all more serene customer relations.

4. Simple and logical access to services

There are often lots of different tools used within a network: appointment planning, quotations, after-sales service, supplier portal, HR space, etc. And over time each of these tends to end up with its own website and address.

The end result is that teams waste time searching for the right links and customers don’t always know where to click.

A brandTLD centralises all these services, with simple and easy-to-remember addresses:

• appointment.brand → Make an appointment
• aftersaleservice.brand → Help & support
• suppliers.brand → Partner access
• training.brand → Network training

Everything follows the same logic, thereby avoiding confusion.

That’s what the Schwarz Group (parent company of Lidl) has put in place with its .schwarz TLD: internal and external services have been grouped under a single structure. Which means less searching for the teams. And greater clarity for the brand.

5. Simple transfer and continuity within the network

Teams change regularly within a network: a franchisee retires, a new one takes over the point of sale, local communication is newly assigned to an employee, etc. With each transition, the incomer needs to find the access codes, understand the website’s architecture, get in touch with the developer… That all takes time, generates costs and can lead to inconsistencies in how the brand is perceived locally.

With a brandTLD, online presence no longer depends on successive people or providers. The structure is stable, access is centralised, and the point of sale’s address remains the same. When there is a change of team, the new arrivals are met with an organised system. They don’t need to start over, they just pick up where things left off.

This continuity makes new employee onboarding simpler. They step into an environment where things are already in place: clear address, structured page, accessible tools. This cuts down on information losses, unnecessary reconstruction and the risk of divergence over time.

The DVAG (Allfinanz) network is a good example. More than 3,200 advisors each have their own address under .dvag, within a common framework that they can personalise. When an advisor joins, changes zone or leaves, the space can be easily taken over, modified or removed, with no interruption for customers.

New arrivals don’t need to start over, they just pick up where things left off.

6. Faster incident responses

A network can encounter unforeseen events: a compromised website, a service provider down, a forgotten or poorly managed domain name, or an internal reshuffle. In these situations, it’s always a matter of responding quickly, without disrupting the customer experience.

With a brandTLD, the brand itself controls the digital space containing its addresses and services (the DNS). It can redirect a website, deactivate an address or restore a service directly without relying on a third party or a local provider that is no longer available.

This centralised control saves time and avoids blockages.

As the address framework and the DNS zone are already controlled in-house, the team can reactivate services and accesses more swiftly, while maintaining users’ trust.

A brandTLD does not eliminate incidents, but it provides the means to act quickly: everything is already centralised, controlled and reversible.

What’s next?

For networks aiming for greater consistency and clarity, a brandTLD is a lasting lever with which to structure an online presence. This is not merely a technical undertaking: it is an asset that benefits organisations by allowing for centralising, simplification and security, thereby offering better support for local activity.

The next opening of applications for your own brand TLD is scheduled for April 2026 (DotBrand New gTLDs: A Timeline for Application and Launch).
The deadline is looming. Preparation starts now.

The Afnic brandTLD experts can offer 45-minute exploratory talks to examine the feasibility of your organisation submitting an application.