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.
*Internet Corporation for Assigned Names and Numbers
Afnic is the acronym for Association Française pour le Nommage Internet en Coopération, the French Network Information Centre. The registry has been appointed by the French government to manage domain names under the .fr Top Level Domain. Afnic also manages the .re (Reunion Island), .pm (Saint-Pierre and Miquelon), .tf (French Southern and Antarctic Territories), .wf (Wallis and Futuna) and .yt (Mayotte) French Overseas TLDs.
In addition to managing French TLDs, Afnic’s role is part of a wider public interest mission, which is to contribute on a daily basis, thanks to the efforts of its teams and its members, to a secure and stable internet, open to innovation and in which the French internet community plays a leading role. As part of that mission, Afnic, a non-profit organization, has committed to devoting 11% of its Revenues from managing .fr Top Level Domain to actions of general interest, in particular by transferring €1.3 million each year to the Afnic Foundation for Digital Solidarity.
Afnic is also the back-end registry for the companies as well as local and regional authorities that have chosen to have their own TLD, such as .paris, .bzh, .alsace, .corsica, .mma, .ovh, .leclerc and .sncf.
Established in 1997 and based in Saint-Quentin-en-Yvelines, Afnic currently has nearly 90 employees.