Title innogy: Rebranding and Transforming a Multinational Energy Company Case and teaching note
Type
case study
Date Issued
2019-06
Author(s)
Abstract (De)
This is part of a case series. This case describes the transformation and rebranding of the multinational energy company RWE AG. In 2015, RWE decided to separate its businesses in renewable energy, retail, and grid & infrastructure from its more traditional businesses, such as power generation based on nuclear power plants and fossil fuels. To this end, more than 40,000 employees were moved from the renewable energy, retail, and grid & infrastructure businesses to a new subsidiary. To facilitate this change, RWE launched a rebranding project in 2016. This rebranding project aimed to establish a new brand for the newly founded subsidiary within the nine-month period up to the subsidiary's IPO. The project resulted in the creation of the innogy brand. The case details the rebranding project along its different phases from the viewpoint of the project team. In particular, the case provides insights into the team's approach to brand conceptualization, to creating a new brand design, and to the internal and external activation of the brand. In addition, different aspects of the operationalization of the new brand are discussed. Descriptions of the rebranding project are supplemented by detailed industry and company information to allow for an integrated discussion of brand and business strategy. This item is suitable for postgraduate courses.
Language
English
Keywords
Brand management
Branding
Brand concept
Brand strategy
Cross media
Marketing communication
Restructuring
Business transformation
Agility
Energy sector
Sustainability
Climate change
Renewable energy
RWE
Energiewende
HSG Classification
contribution to education
HSG Profile Area
Global Center for Customer Insight
Publisher
thecasecentre.org
Number
519-0127-1
Subject(s)
Eprints ID
258089