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. Reflect and operate Applicant’s key and most distinctive brand (“BNL”) at the top level of the DNS’ hierarchy;
ii. Provide stakeholders of the Applicant, including subsidiaries, and their respective suppliers, customers, sponsorships, and their respective directors, officers, employees, 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 stakeholders in BNL brands with the opportunity to create a secure and safe Internet environment that is mainly or even fully under control of the Applicant and⁄or such stakeholders;

Similar gTLD applications: (12)