Abstract
In these modern times, we can notice that many managers prefer sales or operations instead of brand management. Indeed, this task is less useful in a basic commercialisation process. But they are wrong and we will prove the efficiency of brand management, which is the creator of more value.
EDF, the main supplier of energy in France, will have to face up to the privatisation of its market next July. Through this case study, we will propose a strategy in order to keep the monopoly situation with 86% market shares.
First, we are going to define the current brand situation of EDF and then show the importance of the brand in value creation. After that, we will expose the advertising supports useful in our proposition of the communication-mix. Then, we will conduct and implement a media planning and we will conclude on the brand value chain and our recommendations.
