Today, Essense Partners launched its 2017 Top 40 Utility PowerBrands. This ranking of the best investor-owned electric utility brands is the result of a comprehensive investigation of over 200 measures of utility brand strength, categorized along four dimensions: brand identity, corporate narrative, customer experience, and employee experience.
Managing corporate brands is tricky. It is both the least tangible and the most important asset that an organization possesses. Also, while it is relatively easy to influence customer brand perception through marketing and communications, it is difficult to measure the specific impact that any campaign has on brand reputation.
