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EIA as Brand Strategy

This is a poster that Concent, Inc. presented at IA Summit 09 in Memphis.

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EIA as Brand Strategy

  1. 1. EIA as Brand Strategy Dr. Atsushi HASEGAWA, Naoko KAWACHI Concent, Inc. based in Tokyo JAPAN | SUMMARY Brand Relationship Spectrum EIA takes a key role to provide brand experience: House of Endorsed Branded Subbrands 1. Customers recognize the organizationʼs “Brand Structure” through the structures of web site structures in an enterprise. Brands Brands House 2. Customers recognize the organization's hospitality by its homepage (i.e. the top page of the web site). P&G Post-it by 3M Apple iPod Virgin LOREAL Kraft Organizations' brand structures, that are based on its brand strategy, make quot;Brand Relationship Spectrumquot; (Figure 1). David A. Aaker, quot;Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarityquot; We have analyzed 4 popular organizations' web sites in Japan by 2 indexes: Brand Strategy and Customer Orientation. Figure 1. Customer-Oriented Homepage is for customer Apple Kanebo COSMETICS Apple provides variety of products and every product is strong Kanebo COSMETICS is a second largest cosmetic company which brand. But Apple brand still have influences over all products by opperates more than 60 brands in Japan. putting its logo on them. Brand Strategy: House of Brands endorsed by Master Brand TOP TOP Brand Strategy: Subbrands (Master brand + Sub brand) Orientation: Customer oriented Orientation: Customer oriented. Web Site: Each brand's site is independent and Web Site: All pages are under the common global has a common footer navigation. navigation. The main navigation contains The top page of the corporate site aims contents for customers. the entrance to its brands. Corporate Profile Global Site Brand A Brand B Brand C Brand D Brand E Brand A Brand B Brand C Independent Sites Integrated Site Site Structure Brand Strategy House of Brands Branded House P&G SUNTORY Proctor & Gamble operates more than 80 major brands across SUNTORY is one of the oldest Japanese brewing and distilling Web Site should be multiple businesses. Few consumer notice that each brand comes company. It now offers everything from soft drinks to vintage wines. Web Site should be from P&G. Every drink's brand has a company name as a descriptor. Independent and Customer-Oriented? TOP TOP Brand Strategy: House of Brands Brand Strategy: Customer-Oriented House of Brands endorsed by Master Brand Organization oriented. Organization oriented. Orientation: Orientation: All product pages are under the common global Each product's site is basically independent. Web Site: Web Site: navigation, which contains quot;Restaurant listquot;, The top page of the corporate site is not for quot;CSR activityquot;, quot;Cultural activityquot;, etc. customers, but for business. And it doesn't have And the top page is not for customers. product lineup at the top page. Brand A Brand A Global navigation is seemed to be integrated by corporate matter. Product brand sites are under umbrella of SUNTORY's dominant navigation. Brand B Brand B Product Top Product Top Category Top Brand C Brand C Product List Organization-Oriented Homepage is for organization