Highlights of the Cercle des .marque (Brand TLD Club) annual assembly, an event dedicated to “dot brand” TLDs

Despite the difficult conditions, particularly snow and strikes, the annual assembly of the Cercle des .marque was held on 21 November 2024 in Paris and was attended by some 40 participants.

Feedback on the high points of this event, structured around key themes:

• Preview of the results of a perception survey conducted with the general public on brand TLDs.
• Focus on the key market figures and inspiring uses of brand TLDs.
• Brand TLDs as a response to cyberthreats.
• Brand TLDs – a lever for emerging digital technologies?
• Latest news from ICANN on the next round of applications for brand TLDs.
• Round table on managing portfolios of domain names.

What does the general public think of brand TLDs?

The results of an exclusive survey on the perception of brand TLDs were revealed by Marion Carrier, Product Marketing Manager at Afnic. Designed by Afnic and conducted by consultants MV2 in July 2024 with 2,000 French Internet users, this study was aimed at testing their knowledge of the subject and analysing the perceived attractiveness of custom brand TLDs.

The results speak for themselves: brand TLDs are perceived as tokens of better identification (83%) and trust (80%) and enhanced security (77%) for online transactions and receiving emails. This positive perception is particularly noticeable with users who are already familiar with these TLDs.

In parallel, the study also showed clearly that certain sectors, such as banking, insurance and healthcare, seem particularly well positioned to capitalise on these advantages, at a time of great wariness as regards online scams. In this regard brand TLDs constitute an innovative response and a credible digital strategy for reassuring users and strengthening TLDs’ trustworthiness.

If you’re interested in looking into this subject in greater depth, please feel free to consult the complete results of the study on brand TLDs, an invaluable resource for obtaining a better understanding of the impact and potential of brand TLDs.

Key market figures for brand TLDs and inspiring uses

Loïc Damilaville, Survey and Market Intelligence Manager at Afnic, presented a mathematical analysis of trends in the market for brand domains. The data show regular growth in the volume of brand domain names and a renewal rate of 100%, evidencing businesses’ growing interest in brand TLDs, ten years after they were launched.

In corroboration of these figures, Cédric Michel-Flandin, Business Development Manager at Afnic, highlighted some innovative practices and recent trends. For example it is noticeable that many businesses use their brand TLD for websites dedicated to their group, to the management of human resources or to respond to a technical need.

However, since 2022, the lines have been shifting: digital giants such as Google, Amazon and Microsoft have been using these domains for a wider variety of purposes. For example, Google offers tools for securing domain names and facilitating communication among content creators.

At the same time initiatives such as Setup.cloud.microsoft and Partyrock.aws illustrate the use of brand TLDs for innovative projects in such areas as cybersecurity, artificial intelligence and services via APIs.

Other specific examples were also highlighted, such as Invest.saxo used for marketing campaigns, and Levelup.lidl, a ‘gamified’ HR website that reflects the values of the major retailer.

These initiatives illustrate how brand TLDs have grown in importance for businesses concerned to continue innovating, keep control of their image and strengthen their online security.

Brand TLDs as a response to cyberthreats

During his presentation, Régis Massé, Director of Information Systems and Chief Technical Officer at Afnic, underlined the crucial importance of cybersecurity and the management of information systems in an increasingly complex digital environment made even more difficult by the worldwide geopolitical situation.

This complexity is the result of an increase in the number of actors, the need to harmonise practices, tougher regulatory requirements and rising cyberthreats.

Régis Massé presented brand TLDs as a strategic solution for overcoming these challenges. They offer enhanced protection of brand domain names, preventing abuse and misappropriation. Thanks to optimised management of DNS, they provide greater security for websites and emails. A specific example is Leclerc, which uses its brand TLD to secure its messaging service, thus illustrating the effectiveness of this approach.

The fundamental role of brand TLDs in managing information systems was also stressed. Faced with the proliferation of actors, the wide variety of practices and growing regulatory requirements, these TLDs offer an infrastructure that is at once secure, resilient and compliant.

So adopting a brand TLD constitutes a strategic response to the increasing complexity of threats, while at the same time simplifying management, strengthening users’ security and trust, and responding to regulatory requirements in a constantly changing digital environment.

Brand TLDs - a lever for emerging digital technologies?

In his presentation, Benoît Ampeau, Partnerships and Innovation Director at Afnic, explored the integration of emerging technologies and how to associate it with a brand TLD, stressing that the brand TLD was a digital base open to innovation.

He gave some examples of innovative practices based on blockchain technology, NFTs, AI and the IoT. These innovative technologies contribute specific and secured identifier management solutions, in all of which the brand TLD plays the pivotal role of central, controlled registry. He also underlined the importance of being able to unite users around a platform of trust where the brand TLD has pride of place. This creates value, as we are currently seeing with the successful digital platforms. This success is largely based on users’ involvement with these platforms and translates into promotion, membership and loyalty in their community (“prosumption”).

The brand TLD thus becomes a tool for supporting innovation and exploring new practices.

Forthcoming round of applications for brand TLDs: date set for April 2026 – Key information on the ICANN calendar and the costs to reckon on

In his presentation, Cédric Michel-Flandin, Business Development Manager at Afnic, explained the stakes involved, the calendar and the costs associated with the forthcoming round of applications for new gTLDs, scheduled for April 2026.

The process, organised by ICANN, the international body that regulates the use of IP addresses and domain names, takes place in four main stages. The programme has already started, with an important first step: accreditation of registry service providers (RSPs).

As a back-end registry operator, Afnic has been actively participating in this pre-evaluation programme for several days. The calendar calls for a pre-evaluation period for the RSPs, from November 2024 to May 2025, followed by a technical evaluation phase between April and July 2026.

The key stages in the calendar are as follows:

• December 2025: Publication of a new Applicant Guide Book (AGB), an essential guide to preparing applications.
• April 2026: Drawing up and submission of dossiers, and technical evaluation of applicants.
• 2027: Evaluation of the application by ICANN and signing of the contract by ICANN.
• 2028: New TLDs operationally available.

This new round of applications for gTLDs presents a great opportunity for businesses and organisations wishing to assert their digital identity. As in the first round, Afnic, thanks to its active involvement and its expertise as a back-end operator, stands ready to support future applicants.

Brand TLDs: an opportunity to rethink your portfolio of domain names?

The closing round table, mediated by Lotfi Benyelles, Head of Consulting and Training at Afnic, brought together three experts: Bertrand Realini (BNP Paribas), Arnaud Astier (CSC) and Jean-François Poussard (Solidnames). Together, they explored the impact of brand TLDs on the management of portfolios of domain names.

The debate threw light on the constantly changing practices that in many cases are influenced by the emergence of new gTLDs but are also held back by historic inertia. There is no ideal size or structure for a portfolio of domain names, Effectiveness comes above all from having an organisation appropriate to the particularities of the business and from a centralised decision-making process.

The participants were unanimous in stressing the importance of a multi-disciplinary steering committee bringing together experts in the technical, legal, communications and security fields. This kind of governance favours a coherent strategic vision and optimised management of the portfolio of domain names. To bring about its adoption, clear, structured internal communication is essential in order to harmonise practices and ensure effective management. Bertrand Realini shared the example of BNP Paribas, illustrating how the centralisation and harmonisation of practices respond to the specific needs of the business.

Although there is no universal model, the brand TLD is asserting itself as a strategic solution, allowing businesses to rethink their portfolios of domain names while at the same time strengthening their image and bolstering users’ trust in them and their resilience in the face of forthcoming challenges.

Thanks to the existence of numerous topics and the presence of experts with a variety of profiles, this sixth edition of the Cercle des .marque annual assembly was once again replete with interest and a great success. Our sincere thanks to all the participants, without whom these exciting discussions could not have taken place. Our discussions go on all year round, in particular through a quarterly newsletter in which we share the latest news, trends and testimonials about custom TLDs. To join the community, write to us at cercle-marque@afnic.fr.

Photo recap of the sixth edition of the Cercle des .marque