Focus Groups with a mix of non Protergia customers and Protergia customers.
Greek Energy Market
"Therefore, while respondents can recognise brand’s intention and willingness, it seems that they haven’t managed to convey this in a simple and relatable way."
Introduction
The purpose of this research was to evaluate 3 different rebranding routes and select the direction that can best respond to the brand's image requirements in terms of elements such as familiarity, accessibility, and customer-centricity, compatible with the Protergia brand image.
Specifications
Within the scope of the investigation, the following themes were examined:
-Participants’ relationship with the energy market and their experiences.
-Thoughts, knowledge, and perception of energy companies, with a deeper focus on Protergia
-Evaluation of each rebranding approach using stimuli (each rebranding route had four different implementation images, and subsequently, the overall impression for each route was explored).
-Comparative investigation of the 3 proposed rebranding routes
Results
A key thought from the groups is that the brand is trying to convey a message, that doesn’t translate or reach consumers in a way that can be easily and clearly decoded. Therefore, while respondents can recognise brand’s intention and willingness, it seems that they haven’t managed to convey this in a simple and relatable way.
The rebranding routes we examined appear to be ahead of the current phase of the energy market audience in Greece.
