Until recently, insurance companies have developed many Web sites for various products and business units, with little attention paid to consistency in branding, according to Kimberly Harris, senior research analyst at Gartner Financial Services, a unit of Gartner Inc., a Stamford, Conn.-based research and consulting firm."But insurers are beginning to realize they need to focus on an enterprise brand and roll that down to the different channels," she says.

Prudential Insurance Company of America is completing a rollout of its international Web sites, which have been carefully designed to leave customers around the world with a consistent impression of the Newark, N.J.-based company.

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