The practice of brand domain: How does it work?

The practice of brand domains is in full expansion, led by companies wishing to promote their brand more and more to their customers.What’s this all about? Brand domain is a term used to designate new Tld that correspond precisely to a company’s brand.

These new Tld are exclusive to companies and are part of their digital strategy. A well-managed .brand can, indeed, become a digital asset in its own right!

Many companies such as Google, Apple, Canon and KPMG have been allured and have registered their .brand.

Brand domains are particularly widespread in the banking and finance sector with examples like the <.bnpparibas> for the French bank BNP PARIBAS, which uses this Tld in a communication intended solely for its customers.

These Tld have also developed in the automotive, insurance, information/technology and industrial sectors.

While French companies are no exception, the practice is particularly popular in Australia, Switzerland, Germany, Japan and the United States.

The brand domain brings new opportunities for brand image, allowing targeted communication and presentation of the brand’s products. It also provides security to Internet users and consumers.

For example, the BMW company celebrated the 100th anniversary of its brand via the website www.next100.bmw.

In addition, customers are more reassured when the extension is that of the company. This guarantee of authenticity is highly appreciated, as cases of identity theft on the Internet are frequent, particularly in the banking sector.

In order for Internet users to react positively to these new extensions, companies’ marketing and communication teams will have to redouble their efforts but also their creativity.

As an example, Leclerc has put the <.leclerc> on its shopping bags.

AFNIC, the registry of the <.fr> domains, has notably detailed in a white paper the advantages of using a .brand around 4 major axes:

– More homogeneity and consistency in their digital offer,

– More authenticity through the creation of a unique digital space,

– More proximity through an innovative online experience,

– More security with a trusted digital territory.

While there are many advantages to owning one’s own Tld the other side of the coin – apart from the high costs of obtaining such a Tld – is about corporate responsability.

The company must comply with ICANN’s operational requirements and regulations. It is, therefore, responsible for meeting ICANN’s contrac

Finally, there is no need to worry for companies that want to expand their online presence but can’t or don’t want to invest a lot of energy and funds to get their .brand!tual obligations and protecting the TLD assets. For example, the company must maintain a registry, delete the  domain names that are contrary to public policy and accept the ICANN audits.

Brand domains are not the only new gTLDs that have arrived on the market, which is currently in full diversification. It is thus possible for companies located in certain departments or cities to create a geographical extension in <.paris>, for example, or <.bzh> for those located in Brittany.

Companies can also create domain names related to their business, such as <.food> or <.pizza> for restaurant owners; <.hotel> for hoteliers or <.experts-comptables.fr> for accounting firms.