Dot Brands offer 4 major benefits that are NOT available in a typical generic address.
The major benefits are as follows:
1) CONTROL OF NAMES: a dotBrand like .BNPPARIBAS is owned by the BNP Paribas bank in France. That means that every registration at this address is specifically authorized by BNP Paribas. No one else can authorize registrations. Unlike .com addresses, no criminals can buy names in this TLD—ONLY duly authorized registrants (like departments or staff or suppliers, etc) can have a name. As a dotBrand owner, YOU control who has a domain name in your TLD. This is unprecedented on the internet and is a key reason a dotBrand is better. The Result: customers will have as much confidence visiting you online as they have today visiting your retail outlet.
2) CONTROL OF CONTENT: Just as dotBrand owners control who has a domain name, the owner also controls the content allowed on the site. If content is posted that violates policy, is off-strategy, or is otherwise objectionable to the dotBrand owner, the owner simply calls Afilias (the registry service provider) and we will take the name out of the addressing system and it will stop working on the internet! No UDRP, no court battles, no time consuming “due process” for the offender—one phone call and the name just stops working. The Result: your customers can trust that what they see at your address is your bona fide information.
3) SECURITY: The control benefits noted above provide unparalleled security in your dotBrand. There is guaranteed to be no phishing, no spam, no malware distribution, no ransomware, no botnet participation and none of the ever-expanding list of criminal exploits plaguing internet users today. This allows your security team greater confidence that they are protecting your customers in the best way possible. The Result: customers feel more secure dealing with you online
4) BRANDING: The last benefit is perhaps the most obvious: Branding. With a dotBrand, your name IS your address, and every time you reference your internet address, it reinforces your brand instead of creating confusion. Which is better: email@example.com or firstname.lastname@example.org?
Today, there are over 1400 different domain extensions on the internet, with new generic addresses ending in everything from .abogado to .xyz. How can a brand distinguish itself? The answer is clear: with your own dotBrand top level domain. If consumers remember your brand, they will remember your address and you will be easy to find. Consumers won’t have to search for you, so you won’t need to outspend competitors who are buying search terms to steal your customers.
Finally, your firm may be leveraging the Internet of Things (IoT), in which every product unit (even each part) is connected to the internet. IoT will require an enormous amount of address space. Your dotBrand has unlimited space that can be organized anyway that suits your company. And since you own it, you control the security of every address.
Every major brand will need its own dotBrand in the future in order to better control the customer experience on the Internet in a way that enhances the trust in your brand.