business plan for 2004 - EDP

The Identity of the EDP Brand
Evaluating the EDP brand from the standpoint of
awareness, it is easy to conclude that the “brand equity”
is very powerful; a risk with a zero tendency; an almost
unparalleled stability when compared with other
companies in any other sector of activity.
Many might unfairly consider that the “ brand capital” is
merely the consequence of the company’s presence
throughout the whole country. Others will recall EDP as a
social reference institution in its relations with local
communities.
During decades EDP assumed its responsibilities, created
comfort and fostered the development of the country.
Today it has a brand that is unforgettable in the memory
of every Portuguese. It is important to remember.
A brand with sub-brands, in which each one reflects a
meaning and an ownership of the business of the Group.
Each one with its own skills and ability to provide
customer service.
The signs of the times point to new paths. Greater
challenges. A need to reorganise. A will to compete and
to accept the challenge of the liberalised market. The
time has come to sketch out the evolution of the brand’s
identity, ensuring its pertinence, rejecting its
fossilisation.
The coming year will be the moment of truth for the
brand, with its revitalisation from a viewpoint of
personality and attributes and of the focus on its agility
and ability to adapt to the new realities of the
marketplace. Unification of the brand, in contrast with the
multi-brand policy that had reason in the past, will be a
reality.
Market is changing. EDP has already changed.
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