Deregulated Utility Brands Need Power Surge

Having, until recently, operated in a highly regulated environment, utility companies have had little incentive to focus on competitive branding - and it shows. The latest "Corporate Brand Power" index released by Stamford, Conn.-based Corporate Branding, LLC, revealed a roster of low-scoring utility brands with little differentiation. Although the top-seeded Pacific Gas & Electric garnered a brand score of 26.3 out of a possible 100, this proved a low number compared with the 64.

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