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

Prototypical answer:

Dai Nippon Printing Co., Ltd. (the Applicant) was founded in 1876 as a printing company called Shueisha. The companyʹs aspiration was to contribute to societal development by conducting business that would help to modernize Japan. This was truly the ʺmanagement conceptʺ underlying the founding of the company. This goal of contributing to society has been carried over into the ʺDNP Group Vision for the 21st Centuryʺ and serves as the foundation for DNPʹs various activities, notably the .DNP new gTLD.

.DNP is a domain for Dai Nippon Printing Co., Ltd. and its stakeholders. The primary purpose of .DNP is to consolidate Dai Nippon Printing-related domain names registered under various TLDs into an official extension, the .DNP TLD. In addition, Dai Nippon Printing aims to achieve the following goals with the .DNP TLD:



1. Alleviating user confusion and improving convenience for Internet users
Dai Nippon Printing has registered many domain names under various gTLDs and ccTLDs not only for actual use but also as a trademark protection measure. Despite these efforts, there exist many domain name registrations and websites that infringe the Applicant’s trademarks. As a result, Internet users often have difficulty differentiating bona fide websites from fraudulent ones. Positioning .DNP as the official domain for the service, and unifying the brand’s web presence under .DNP, would provide easy access and interaction, and it is believed that this would reduce confusion and improve user experience.

2. Marketing ⁄ Branding
Since .DNP is a brand new TLD that directly represents a brand name, it is expected to be a highly effective marketing and branding tool. The Applicant believes that .DNP will not only reinforce the service brand on the Internet, but also attract people to visit the website because .DNP domain names make it easier for Internet users to access to the information related to the service brand.

3. Simplifying domain name management
The third purpose for applying for .DNP is to simplify the management of domain names registered. As stated earlier, the company has many domain names under various TLDs, posing a challenge in dealing with different registration and operation rules, log-in systems, etc. .DNP would make it possible to manage domain names under its own rules and systems umbrella and would replace various domain names with .DNP domain names. As a consequence, it will be safer and easier for the .DNP stakeholders to manage their domain names.

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