18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

According to the Applicant, the purpose of the TLD is manifold, as will be further explained below:

i. Consolidate AXA brand #1 ranking
- Reflect and operate applicant’s key and most distinctive brand (“AXA”) at the top level of the DNS hierarchy
- Consolidate the internet AXA environment with a unique extension;

ii. Provide stakeholders of the Applicant, such as entities, internal departments, distributors, subcontractors, business partners, customers (individuals and companies), shareholders, press, candidates, with a recognizable and trusted identifier on the Internet;

iii. Provide such stakeholders with a secure and safe Internet environment that is mainly or even fully under the control of the Applicant and its subcontractors;

iv. Provide selected AXA stakeholders with the opportunity to create and or manage a secure and safe Internet environment that is mainly or even fully under control of the Applicant and⁄or such stakeholders;

v. Transversal initiative
- Strengthen cohesion both externally and internally
- Investment for long term web development;

vi. Protection of the brand in the short term;

vii. Increase AXA’s control and visibility on the web;
- Wide perimeter of use (ST ⁄ LT);
- Easily modifiable and cancellable domain names;

viii. Improve the visibility and consistency of distributors and partners online presence (formalized domain names);

ix. Rejuvenate distribution models through digital as web is more and more a point of passage for sales and pre sales process;

x. Enhance the consistency between the departments by setting in common priorities defined for IT, Marketing, Distribution;

xi. Enable multiple web opportunities for specific client segments.

Similar gTLD applications: (0)