- Title
- Branding in an electricity utility with special reference to Eskom's Industrelek brand.
- Creator
- Roux, René
- Subject
- Eskom (Firm), Trademarks - South Africa, Branding (Marketing) - South Africa
- Date
- 2012-08-14
- Type
- Mini-Dissertation
- Identifier
- uj:9223
- Identifier
- http://hdl.handle.net/10210/5672
- Description
- M.Comm., The primary goal of the study is to establish whether branding of an intangible product such as electricity is worthwhile, and to recommend improvements in this regard. In more detail the study will establish the following: Usage and awareness figures for Eskom's Industrelek brand. Image of the Industrelek brand amongst its target audience. A clear and detailed understanding of the current market status quo in terms of awareness, trial and usage of the energy advisory service. The identity of the advisory brand in relation to the parent brand, Eskom. An understanding of the function of the brand. Advertising effectiveness - the promotional message as perceived by the target audience and important factors that need to be communicated by Eskom to the relevant target market. The potential of the brand amongst its target audience.
- Contributor
- Prof. J.A. Bennett
- Full Text
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