American Airlines is well aware of the power of domain names – amongst others, the brand owns the very rare two-letter domain name AA.com. The recent investment in American.com is a natural move to secure a term they have been widely referred to with. The world’s largest airline, since the merger with US Airways, and its 892 planes, has been called “American” for most of its nearly one century of existence. As a result, it appears to be a smart investment to secure the brand even further.

Archive.org’s records show that, up until a month ago, the domain was the property of the American Enterprise Institute, a think tank researching government, politics, economics, as well as social welfare, before the transaction was finally completed this week.

Historically until 2013, American had been the only major U.S. airline to leave most of its aircraft surfaces unpainted. What stood out as a historic brand identity, much clearer than their competitors’, was, in fact, motivated by less fashionable reasons. American’s Legendary CEO, Robert “Bob” Crandall, later justified the distinctive natural metal finish by noting that less paint reduced the aircraft’s weight, thus saving on fuel costs.

Thanks to James for the heads up and his continuous and timely research on domains.

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