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A juicy fight about branding

27 February 2009

What's in a name? Well, if you are the retail end of RWE Npower, with an established green tariff known as Npower juice, you are not best pleased that a large London council is calling its free recharging posts for electric and hybrid cars "juice points".
The energy giant has been marketing its renewable energy offering since 2001. Westminster City Council installed its juice points back in 2006 but the system only kicked off last May.
The company wants the council to use a different name and has made threatening legal noises.
An Npower spokesman said: "We wish Westminster well and we would like to see their initiative work, but it should be under their name, not ours."
The supplier suggested that if the council had done a simple trade name check the spat could have been avoided.
It all sounds like handbags at dawn to Disconnector. Time for a diplomatic bout of judicious rebranding? Methinks so.

Tags: Npower, renewables

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