Axa Group Is One of the First to Get a Top-Level Branded Domain Name
May 15, 2014 by Marie Suszynski, Best's News Service correspondent
PARIS – French insurer Axa Group said it is one of the first companies to launch a website with a top-level domain that includes its brand, “.axa,” rather than the generic “.com.”
Axa used its new domain with the release of its 2013 Activity and Corporate Responsibility Report under the address http://annualreport.axa and has had nearly a thousand visitors a day since the company launched the site.
It’s an example of the “pioneering spirit” Axa is developing within its corporate culture, Frederic Tardy, Axa Group head of marketing and distribution, said in a statement.
“The development of the .axa demonstrates our willingness to play a first-mover role in the use of digital technologies in terms of marketing in order to propose the best opportunities to our clients,” he said. “We have been among the first companies to initiate this ‘.brand’ process.”
The top-level domain was issued by the Internet Corporation for Assigned Names and Numbers, which organizes Internet addresses globally.
Using “.axa” exclusively will help the company establish recognition and trust among consumers, make its brand more visible and better structure its online presence, Axa said.
Insurers have been turning to a trifecta of traditional, social and digital media in their branding and marketing efforts, as studies have found that nearly 80% of consumers go online to research or shop for insurance.
Rated companies of Axa S.A. have a current Best’s Financial Strength Rating of A+ (Superior), A (Excellent) and B++ (Good).
(By Marie Suszynski, Best’s News Service correspondent)