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

Prototypical answer:

gTLDFull Legal NameDetail
.AETNAAetna Life Insurance CompanyView

As the life and health insurance subsidiary of health care company Aetna Inc., Aetna Life Insurance Company (“Aetna”) offers group life policies, health policies and related health care benefits, and select individual products throughout North America. It also provides disability insurance and related services. Aetna was founded in 1853 and is the primary entity that makes up Aetna Inc.ʹs Group Insurance, health care and legacy large case pensions businesses.

Aetna, through its parent, Aetna Inc., owns various trademarks in the United States, including: “AETNA”, Serial No. 85⁄576,962; “AETNA”, Registration No.: 1,939,424; “AETNA NAVIGATOR”, Registration No.: 3,308,001; “AETNA HEALTHFUND”, Registration No. 2,765,645; and “DocFind”, Reg. No. 2,075,630, among hundreds of others.

Aetna also owns over 1,200 domain names related to the AETNA® brand. For example, Aetna has owned aetna.com since 1993, and also owns⁄operates aetnamedicare.com, and docfind.com. Applicant actively uses aetna.com to provide insurance products, services, and information to its policyholders.
Aetna markets its products and services under the AETNA® marks and related brands. It has continuously used the AETNA® marks and name in commerce in the United States prominently using and promoting the AETNA® marks in advertising, in sales, and in various other ways. As a result of these efforts, the AETNA® marks are highly regarded, well-known and widely recognized by consumers, and serve to identify and indicate Aetna as a source of its products and services. The marks also serve to distinguish Aetna’s products and services from the products and services of others. As a result, Aetna has spent considerable resources protecting these marks and its brand.

With this in mind, the mission and purpose of Aetna’s application for the .AETNA gTLD is as follows:
i. secure and protect Aetna’s brand as a gTLD;

ii. reflect the AETNA® marks and brand at the top level of the DNS’ hierarchy;

iii. provide a secure and trusted platform for electronic communication and transactions on the Internet;

iv. provide Aetna’s stakeholders with a recognizable and trusted identifier on the Internet. Such stakeholders include, but are not limited to:

subsidiaries;
official dealers and retailers of Aetna’s products and services;
affiliates, including providers and resellers;
regulators;
prospective and current customers; and
directors and officers of Aetna and its parent company, Aetna Inc.; and

v. provide such stakeholders with a secure and safe Internet environment, which increases brand awareness and stakeholder trust two key assets within the insurance industry.

Similar gTLD applications: (5)

gTLDFull Legal NameDetail
.FARMERSFarmers Insurance ExchangeView
.CPAAmerican Institute of Certified Public AccountantsView
.CPAAmerican Institute of Certified Public AccountantsView
.STATEFARMState Farm Mutual Automobile Insurance CompanyView
.SFRSociete Francaise du Radiotelephone - SFRView