Electricity companies to develop brand appeal

Regional electricity companies (RECs) may develop their brand identities to compete outside their areas for a potential 22 million domestic customers from 1998, claims the Electricity Association.

“There will be an increase in the desire for companies to pay a lot more attention to identities and brandings in the next few months and years,” forecasts a spokesman at the association, an umbrella body for RECs.

The 14 RECs, which are already able to target businesses outside their own areas, will hold trials for giving a choice of suppliers to domestic customers throughout England, Scotland and Wales.

Southern Electric marketing manager Alan Oxley confirms the need for logos to evolve to appeal to a national market: “It is highly important that we have a strong brand image.

“We are looking at the way the name is received in different localities, with a view to emphasising the face”, which was introduced to the logo by Fitch.

Many other RECs do not have immediate plans to change their branding, saying 1998 is a long way in the future.

A spokeswoman for Seeboard says: “No doubt there will be some new marketing material developed.”

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