Actually many brands pay for their own TLD, though most go unused (publicly).

https://en.wikipedia.org/wiki/List_of_Internet_top-level_dom...

There's lots of them now. Companies can apply to have their own for a few hundred thousand dollars.

so are .ads, .android, .cal, .chrome, .dclk, .docs, .drive, .gbiz, .gle, .gmail, .goog, .google, .guge, .hangout, .map, .meet, .play, .prod, .search,, .youtube, and .グーグル, .谷歌.

They are all owned by Google, but registrations are not open to the public.