.afamilycompany Domain

The .afamilycompany domain extension was applied for during ICANN's 2012 New gTLD Program as a namespace built around a corporate positioning phrase rather than a product name. It is an example of an uncommon strategy in that round: applying for a descriptive tagline at the top level, on the reasoning that a memorable phrase in the extension position carries brand meaning that a conventional second-level domain cannot.

A registry agreement was signed in July 2015, with the extension subsequently qualifying for ICANN's Specification 13 .brand designation, and was later terminated. Tagline-based strings were always among the harder cases to sustain, carrying no search demand of their own and depending entirely on supporting campaign activity. The string is not registrable and remains dormant pending any future ICANN application round.