Has branding failed the utility industry?

Journal Article · Sat Oct 31 23:00:00 EST 1998 · Electricity Journal

DOI:https://doi.org/10.1016/S1040-6190(98)00089-X· OSTI ID:320848

Brew, A ^[1]; Phelps, L ^[2]

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1. Addison, New York, NY (United States)
2. Phelps Consulting Group (United States)

Some flawed, and now discredited, experiments have thrown a shadow over the value of branding in the utility industry. But brands do have power in the energy industry, if they are well conceived and their execution is well supported. Branding has been enthusiastically embraced by those industries that are bearing the brunt of regulatory and technological changes. At the forefront of these are the telecommunications, airlines, financial services, and power utilities industries.

• OSTI ID: 320848
• Journal Information: Electricity Journal, Journal Name: Electricity Journal Journal Issue: 9 Vol. 11; ISSN ELEJE4; ISSN 1040-6190
• Country of Publication: United States
• Language: English

Related Subjects

29 ENERGY PLANNING, POLICY, AND ECONOMY
COMPETITION
ELECTRIC UTILITIES
GAS UTILITIES
MARKET