Innogy becomes E.ON: With over 70,000 employees and more than 50 million customers, the Essen-based E.ON Group is one of the largest private energy suppliers in the world. The company further expanded this position in September 2019 by taking over innogy’s end customer and network business. Together with VIM Group, E.ON’s global brand and marketing team started an international rebrand project in which innogy is to be fully integrated into the E.ON brand.

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“As one of the largest European energy service providers, we want to actively promote the energy turnaround in Germany and Europe. The integration of innogy is an important building block for this goal. By combining the expertise of both companies, E.ON will also become a pioneer in the development of new and innovative energy solutions. To ensure that this step goes smoothly, we have brought the experts from VIM Group on board,” says Stefan Schneider, Integration Lead Brand & Marketing at E.ON.

Stefan Schneider, Integration Lead Brand & Marketing at E.ON: "To ensure that this step goes smoothly, we have brought the experts from VIM Group on board".

Achieving goals for all brand touchpoints

As part of the rebrand project, VIM Group is helping to achieve defined goals for all brand touchpoints in terms of cost, time and consistency, providing added value to all stakeholders. Our brand implementation experts provide support in project management and in communication between the Project Management Office and regions/functions  to avoid duplication of work and additional expenses.

During the planning phase, the final E.ON brand architecture was developed, a ‘task force’ established and structures for project management and reporting set up. In the preparatory phase, everything revolves around identifying brand touchpoints and stakeholders affected and preparing the rebrand activities in concrete terms. The particular challenge here is that the regions/functions are responsible for the brand implementation themselves.

Efficient approach to save costs 

Implementation is expected to start in October and the rebrand should be completed by the end of 2021. Particular attention is being paid to an efficient procedure that will allow cost savings across multiple channels; for example, existing signage frames are reused or the existing lifecycles of products and touchpoints are utilised when looking at replacement or renewal of materials, saving both budget and the environmental impact.

"Existing signage frames are reused to save the environment impact as well as the budget."

“A smooth rebrand process across all countries and touchpoints is the prerequisite for ensuring a coherent and consistent market presence. We are pleased to be able to support E.ON in this important step with our expertise and contribute to the success of the project,” said John Bache, Managing Director of VIM Group Germany.

Would you like to know more about this project, or do you have a rebrand planned and would like to ask any questions or discuss any challenges?

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