The right approach for .BRANDs

Unless I am wrong, I think that these .BRAND domain names were redirections to long URLs.
Not anymore:

• http://location.leclerc/
• https://www.mouvement.leclerc/
• http://www.photomoinscher.leclerc/
• ...

That could look like an approach for trademarks to start using their .BRAND new gTLD:

1. Use new domain names as redirections to old long URLs;
2. Host final contents differently;
3. Use new ".brand" domain names and kill redirections.