Place and role of rebranding in increasing market capitalization of modern energy companies

The author estimates the impact of the rebranding process on the capitalization of modern energy companies.

Based on the results of a comprehensive analysis, the main theoretical aspects of the brand renewal process have been identified and presented. Examples of the world practice of rebranding in the energy sector are given on the examples of such corporations as AGL Australia, Eversource (formerly Northeast Utilities), Statoil, Gas Natural Fenosa, PJSC Rosseti. The concept of initial brand is studied, and the analysis of rebranding in one of Russia’s largest energy companies, the State Atomic Energy Corporation Rosatom, is presented from the concept to implementation. It is estimated that due to rebranding, all subsidiaries and organizations of this company will be united under a common brand name, which should further unite all the separate parts of the holding into a single streamlined system. This will further enhance both the company’s reputation and economic standing on international markets. The potential and authority of the Rosatom brand are forecast to rise, with the corporation becoming more competitive and attractive for investors. In the long term, this will definitely affect the total capitalization of Rosatom. According to all forecasts, this will rise, bringing the company good profits, along with considerable proceeds to the Russian Federation budget.

The research methodology is consistent with conventional boundaries, with a full set of approaches typical of research of a social phenomenon, such as the company's rebranding activities. As a hypothesis, a convincing and proven assumption has been put forward that the brand has become as important factor in competitiveness as the tangible properties of company products. Rebranding is therefore taking a leading role in increasing the market capitalization and competitiveness of a company in international markets.

1. The Middletown press [https://www.middletownpress. com/business/article/Northeast-Utilities-name-change-couldhave-11785446.php].

2. Uzhanov A. E. Speech at the “round table” “Strategic communications in the development of the energy sector”. // https:// mgimo.ru/library/publications/1002100/

3. Rosseti is rebranding its subsidiaries [https://tass.ru/ ekonomika/6521626].

4. Annual report of Rosatom for 2018 [https://rosatom.ru/upload/ iblock/fa7/fa759a96c90510116b0b0632519522cb.pdf] (p.15).

5. Rosatom looked beyond the horizon [http://strana-rosatom. ru/2017/05/02/росатом-заглянул-за-горизонт/].

6. Bekhtina A. A. Target communication program as an effective tool to improve the market status of TVEL JSC (on the example of promoting the new HighMet product) ”. – M., MGIMO, pp. 32–40.

7. Rosatom State Corporation brand book.