Centrica on positioning ‘two very distinct brands’ to meet the needs of the energy sector
Centrica’s British Gas and Hive are two brands serving “very different audiences, sometimes with the same products and services”, to help the business win in an evolving energy sector.
When one company owns two brands that provide similar products and services, the business must be careful to ensure that each serves distinct audiences and needs, lest the two end up competing with each.
Energy giant Centrica is best known for its ownership of British Gas, a brand that has been in existence for over 200 years, with 94% awareness (averaged over the last 52 weeks, according to YouGov BrandIndex). But it also owns Hive, a much newer brand, which has focused on eco-tech such as smart thermostats and heat pumps.
