“Total Energy” may be an “unforgettable” brand name in this ageof energy convergence, as the small New York energy services firmTotal Energy Corp. claims, but would someone actually buy the nameand make it their own? Total Energy’s consultant R.J. RuddenAssociates thinks so, though Richard J. Rudden, president of thefirm, admits he’s never heard of a company buying another’s brandname. “I can’t say I’ve heard of that. But I know it’s nothing fora large national energy company to spend tens of millions ofdollars on brand imaging.”

“Developing a distinctive brand name is growing more difficultevery day,” he said. “Without question there are virtually nopowerful brand names remaining for use in the energy industry.” Headded Total Energy has the potential to become as widely known inthe “new energy markets” as Kleenex, Toys ‘R’ Us and Coca Cola arein other markets.

“We feel that selling our brand name now would be beneficial tothe shareholders of Total Energy and the acquiring company,” saidTotal Energy President Robert Armentano. “The successful buyerwill gain a powerful brand name that is ideal for a company whosevision is to emerge as a premier energy provider in this era ofderegulation.” The decision to sell the name was prompted byinquiries from several national energy companies who discussedusing the Total Energy brand for their established business unitsand “soon-to-be-formed unregulated subsidiaries.” Names of theinterested national energy firms were not released, however. Ruddendid say one gas company intended to use the name for a new alliancewith an electric company.

The company intends to advertise the name over the next four tosix weeks and then send our a request for proposals to begin anauction of the brand in a couple months.

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