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

1. EIA as Brand Strategy Dr. Atsushi HASEGAWA, Naoko KAWACHI
Concent, Inc. based in Tokyo JAPAN
ia@concentinc.jp | http://www.concentinc.jp
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. http://www.apple.com/
http://www.kanebo-cosmetics.co.jp/ 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
http://jp.pg.com/ http://www.suntory.co.jp/
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