to their entry cost, their registration formalities and the in-house
work required for their roll-out, dot brands are frequently considered
“premium” TLDs only accessible to big groups. What’s
more, if we take the list of the brands that own their TLD, CAC 40 and
very large companies account for a large number of entries. As reputed
ambassadors, these brands have inevitably become digital pioneers in
their sector. But what about mid-sized companies?