WPP - A Brand with Power

A Brand with Power: Fuelling Success in the Energy Market

Cover of Millward Browns' book, A Brand with Power: Fuelling Success in the Energy Market

Author: Lars Kaa Andersen

Publisher: Millward Brown

• www.millwardbrown.dk
• www.millwardbrown.com
• www.dongenergy.dk

Deregulation is causing the utilities market to change across much of the globe. In the free market, state-owned monopolies have been replaced by an array of companies selling gas, electricity and water.

Many energy companies now face a market in which brand identity plays an increasingly important role in determining future success. In order to differentiate themselves from the competition, energy providers must evolve from faceless, invisible companies into household names with a brand that goes beyond price and product and presents a unique way to connect with consumers.

From dusty monopoly to Danish Energy giant, this book explores how DONG shook off its outdated image and completely transformed itself into an innovative and dynamic company with a strong brand.

Drawing on the expertise of Millward Brown, Media Broker and Kunde & Co., DONG used a great sponsorship opportunity and a strong concept to bring the company through the difficult deregulation process, securing their position in a tough European energy market.

Copies of A Brand with Power are available in English and Danish for €20 plus VAT and postage. Please email dongbook@millwardbrown.dk stating your name, address, the number of books you wish to order and which language you require.

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About the Author

Lars Kaa Andersen is Managing Director and owner of Millward Brown Denmark and holds the license rights to the Millward Brown Group’s market research tools in Scandinavia.

Lars and his team have produced a large number of Millward Brown case studies in the Nordics and written over 250 weekly columns in the Danish business newspaper Børsen. Lars Kaa Andersen has a master's degree in business/entrepreneurship from Copenhagen Business School