In response to changing market dynamics, Essense Partners launched the industry’s Top 40 Utility PowerBrands ranking in 2017. This 2018 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.

Compounding this issue for electric utility brands is the fact that the underlying marketplace is changing. As an electric utility, how do you create and maintain a winning brand when the marketplace itself is changing? The answer is to develop a dynamically robust brand where all of its strategic components reinforce each other and can propel the brand forward in a coherent way as marketplace needs change. We evaluate this propensity for dynamic robustness using our PowerBrands Score.

Congratulations to our 2018 winners.

1

FPL

FPL logo

2

Consumers Energy

Consumers Energy logo

3

Gulf Power

Gulf Power logo

4

Green Mountain Power

Green Mountain Power logo

5

Georgia Power

Georgia Power logo

6

ComEd

ComEd logo

7

Alabama Power

Alabama Power logo

8

PECO

PECO logo

9

Duke Energy

Duke Energy logo

10

Portland General Electric

Portland General Electric logo

11

BGE

BGE logo

12

SDGE

SDGE logo

13

Delmarva Power

Delmarva Power logo

14

The Illuminating Company

The Illuminating Company logo

15

Ameren

Ameren logo

16

APS

APS logo

17

Mon Power

Mon Power logo

18

Met-Ed

Met-Ed logo

19

DTE Energy

DTE Energy logo

20

NV Energy

NV Energy logo

21

Minnesota Power

Minnesota Power logo

22

Hawaiian Electric

Hawaiian Electric logo

23

Southern California Edison

Southern California Edison logo

24

Public Service Company of Oklahoma

Public Service Company of Oklahoma logo

25

Pepco

Pepco logo

26

Con Edison

Con Edison logo

27

Eversource

Eversource logo

28

Dominion Energy

Dominion Energy logo

29

We Energies

We Energies logo

30

Xcel Energy

Xcel Energy logo

31

PSE&G

PSE&G logo

32

Great Plains Energy

Great Plains Energy logo

33

National Grid

National Grid logo

34

Puget Sound Energy

Puget Sound Energy logo

35

PG&E

PG&E logo

36

IPL

IPL logo

37

West Penn Power

West Penn Power logo

38

Entergy

Entergy logo

39

Westar Energy

Westar Energy logo

40

Alliant Energy

Alliant Energy logo