The Origin of the E.ON Brand
Since the liberalisation of the German electricity market four years ago, brand concepts have been given of great importance even in the energy sector. In order to meet the expectations of the open market, a brand had to be created out of a no-name, intangible product, that is, energy and power or gas - similar to several other consumer goods and services -, and the renewal of the image of electricity companies was also necessitated.
The E.ON Company was founded in June 2000 as a result of the merger of two dominant electricity suppliers, the Veba and the Viag and their fusion resulted in the biggest privately owned electricity supplier in Europe.
The concept that the thus born company should be given a new name instead of joining their traditional names they had had before was conceived already at the time of the merger. there was a need for creating a modern brand that suggests power, dynamism, and sympathy , furthermore, reflects the targets and goals of the future Company Group.
Apart from external experts, the new company involved its own staff in the creative work during which hundreds of ideas were collected and evaluated. The criteria of the new name were the following: internationally acceptable, short, decisive, easy to remember, and easy to pronounce. Consequently, the name E.ON came out first from among all the alternatives after intensive international surveys and a thorough market research.
The E.ON Brand in Hungary - the background of introducing and timing the brand
In April 2004, the General Assemblies of Édász, Dédász and Titász accepted the new company names and decided on its introduction. Accordingly, the names of the Hungarian electricity suppliers belonging to the E.ON Group are as follows as of July 01, 2004:
- E.ON Dél-Dunántúli Áramszolgáltató Zrt.
- E.ON Észak-Dunántúli Áramszolgáltató Zrt.
- E.ON Tiszántúli Áramszolgáltató Zrt.
The new company names and the use of the single brand shall enable unified appearance and shall further strengthen the competitiveness of the E.ON Group - and also all of its electricity supplier companies - on the gradually opening electricity market. E.ON is ready to stand fast in the increasing competition in Hungary; its target is to provide its consumers with the best solutions, and to be number one in the sector. Accordingly, our Company intends to help the orientation of its consumers with regard to electricity suppliers by means of launching the single brand and developing services as of 2004, thus preparing in time for the competition of the electricity market that is to be freed for each consumer in 2007.