The .axa Dot Brand
AXA SA
is one of the world’s largest insurance groups and operates in
61 countries. The group has more than 200,000 employees.
AXA wants
to consolidate its brand reputation and ranking on the internet by providing
a new, trusted identifier, .axa, at the top level of the domain name
system. Further advantage will flow from the versatility of owning a
brand TLD and consistency in divisions and distribution. Multiple opportunities
are envisioned while web growth continues in both sales and pre-sales.
There are
many possible benefits of a brand domain.
Visibility:
.axa will bring a high degree of recognition and specialization to
the currently existing name space. Where in most cases the specific
connotation that has been initially given to the gTLDs (or even ccTLDs)
has disappeared, the .axa top-level domain will be unambiguous as
regards the identity of the Registry Operator, the source of the content
and services offered...
Consistency:
.axa should enable to consolidate the whole presence of the firm and
its partners on internet... A common gTLD would be the easiest and
most effective way to unify the presence of the group on the web...
Brand
protection: AXA is the #1 insurance brands in the world. Therefore
it needs to take all the precautions to ensure the protection of the
brand especially at a digital level...
Safety
/ security: .axa will enhance the level of security given the fact
that the TLD... will be completely or at least partially under the
control of the Registry Operator. Security is both a priority for
the customers and partners as it is the best way to ensure a safe
environment on the web.
AXA already
has quite detailed plans about five major domain categories:
1. Entities
(eg. pension funds, asset management)
2. Business Lines (eg. property & casualty, investment)
3. Marketing (eg. campaigns, web TV)
4. Internal (eg. departments, intranet)
5. Partners (eg. brokers, sub-contractors)
AXA was
recently named as the world's top insurance brand. The company is examining
ways of leveraging its .axa string to existing and future clients, and
publicising "the (gradual) move from the AXA Group's domain name
portfolio to the .axa TLD..."
AXA also
describes some of their strategies to raise awareness of this gradual
migration.
1. integration
into future internet/television/press advertising campaigns;
2. having Internet traffic to its key domain names resolving into
domain names registered in the .axa TLD;
3. Integration into email marketing campaigns; etc.
 Geographic
Dot Brands
Since AXA
is a large international insurance company operating in 61 countries,
with obvious benefits acccruing from use of geographic phrases and terms
in its communications, it is seeking to use geographic descriptions
like France.axa where permissable in the Registry Agreement. It is highly
probable they will quickly apply to use country names which are currently
on the reserved list.
Given
the fact that the Applicant is an international Group which is an
insurance company of high repute, known worldwide, it has a vested
interest in giving its visitors, customers and business partners a
clear and predictable naming scheme in the .AXA TLD. Since visitors
and customers may mainly be looking for offers and activities organized
by AXA business units on the basis of their geographic destination,
the Applicant may indeed develop plans in order to register domain
names that exclusively contain geographic names (country names, city
names, names of regions, etc.)
Possible .axa Brand
Domains
Insurance.axa
HomeInsurance.axa
Life.axa
Info.axa
Claims.axa
Policies.axa
AssetManagement.axa
Europe.axa
Paris.axa
Tokyo.axa
Notes
Brand
names mentioned on this site are registered trademarks or trademarks
of their respective corporations. This site claims no association
with or endorsement by any of these corporations and their marks are
mentioned only to illustrate opinion presented in the public interest.
All quotations
on this page are from the respective companies' official ICANN brand
TLD applications unless otherwise stated.
Many possible
theoretical dot brands are mentioned (in English). There are also countless
possibilities in other languages. This has significant potential value
for international navigation.
This site
is focused on reporting the strategic impact of the brand domains on
internet communication, competition and commerce, and some comment is
speculative.
It is not
a comprehensive overview of what some of the world's largest corporations
have chosen to reveal about their plans for the implementation of their
proprietary domain strings.
ICANN is
particularly concerned with the technical, financial, security and legal
issues associated with the new TLDs. These issues are beyond the scope
of this website.
For a comprehensive
overview of the brand domains and their impact on the web, refer to
ICANN's website and the individual applications (large parts of which
are publicly published).
If you
have a particular interest in an individual company, the public aspects
of their applications are available for download via these ICANN links:
You can also search a complete list of applicants there.
ICANN
new gTLD applications
ICANN
official website
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