POWERGROUP

BRAND POSITIONING
E.ON set itself the goal to become the top brand among
international energy providers.
Only a short time after the launch of the brand, E.ON
achieved excellent recognition values. However, the
successful brand launch resulted in an atypical brand
situation: The brand did not arise from the market success
of its products. The E.ON brand was originally a brand
without promise, lacking as it did, an emotionally charged
product range.
The POWERGROUP business designers started by
conducting extensive brand and consumer studies to
determine its position in the market. They positioned
the E.ON brand as an umbrella brand and determined
the brand communication strategy of the company and
product brands within the brand conglomerate. The next
step was a counselling session with regard to the target
group and price range, as well as an evaluation of the
communication strategy, for the purpose of supporting the
brand introduction of the new product E wie einfach (E as
in easy).