U.S. Utility Brand Appeal Index Study
Study Details
Brand appeal is a company’s ability to engage and motivate customers to use and promote the company its services, and its offerings.
The JD Power U.S. Utility Brand Appeal Index StudySM connects the entire brand experience journey for both gas and electric residential utilities. Utility customer touchpoint analysis reveals actions that impact the overall brand experience, including scores for reputation, execution, and trust. The index applies to the U.S. electric residential utility companies and U.S. gas residential utility companies profiled in the JD Power U.S. Electric Utility Residential Customer Satisfaction Study and U.S. Gas Utility Residential Customer Satisfaction Study, respectively.
Brand appeal is a company’s ability to engage and motivate customers to use and promote the company its services, and its offerings.
The JD Power U.S. Utility Brand Appeal Index StudySM connects the entire brand experience journey for both gas and electric residential utilities. Utility customer touchpoint analysis reveals actions that impact the overall brand experience, including scores for reputation, execution, and trust. The index applies to the U.S. electric residential utility companies and U.S. gas residential utility companies profiled in the JD Power U.S. Electric Utility Residential Customer Satisfaction Study and U.S. Gas Utility Residential Customer Satisfaction Study, respectively.
Benefits
JD Power has researched utility brand traits as part of our residential utility studies since 2016. Our research shows that utilities that position their branding around the traits customers care about most can create a strong foundation for higher customer satisfaction. Carefully crafted brand identities can help create a positive brand perception for customers, making positioning a powerful tool. Which positioning traits have the greatest impact on customer satisfaction? How can incorporating these traits into brand identity help advance customer support for future initiatives? A subscription to the U.S. Utility Brand Appeal Index Study can help you answer these questions and more.
JD Power has researched utility brand traits as part of our residential utility studies since 2016. Our research shows that utilities that position their branding around the traits customers care about most can create a strong foundation for higher customer satisfaction. Carefully crafted brand identities can help create a positive brand perception for customers, making positioning a powerful tool. Which positioning traits have the greatest impact on customer satisfaction? How can incorporating these traits into brand identity help advance customer support for future initiatives? A subscription to the U.S. Utility Brand Appeal Index Study can help you answer these questions and more.
Key Dates
- 2026 Wave 1 Results: October 29, 2025
- 2026 Wave 2 Results: January 28, 2026
- 2026 Wave 3 Results: April 29, 2026
- 2026 Final Results: July 21, 2026
- 2026 Press Release: July 22, 2026
*Key dates subject to change
(Updated 07/08/2025)
- 2026 Wave 1 Results: October 29, 2025
- 2026 Wave 2 Results: January 28, 2026
- 2026 Wave 3 Results: April 29, 2026
- 2026 Final Results: July 21, 2026
- 2026 Press Release: July 22, 2026
*Key dates subject to change
(Updated 07/08/2025)
Press Release & Award Information
JD Power issues national press releases highlighting key findings and top-to-bottom rankings from award-eligible studies. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite. Learn more
Brands that rank above the industry average for their segment and subscribe to the study earn the opportunity to commission a JD Power Performance Report. JD Power Performance Reports are customized, client-commissioned reports that highlight above-average performance by companies in JD Power syndicated studies. Each report is written and designed by JD Power, and features research findings and charts from the study, with a focus on sponsoring client's ranking and performance. Learn more
JD Power issues national press releases highlighting key findings and top-to-bottom rankings from award-eligible studies. The brand(s) that rank highest in each award-eligible segment and meet predetermined award criteria will have the opportunity to enter into a licensing agreement through the JD Power Awards Program, which requires subscribing to the study as a prerequisite. Learn more
Brands that rank above the industry average for their segment and subscribe to the study earn the opportunity to commission a JD Power Performance Report. JD Power Performance Reports are customized, client-commissioned reports that highlight above-average performance by companies in JD Power syndicated studies. Each report is written and designed by JD Power, and features research findings and charts from the study, with a focus on sponsoring client's ranking and performance. Learn more
Brands Targeted to be Profiled
(Final profiled list will be available upon study publication)
(Final profiled list will be available upon study publication)
Electric Utility Residential
Cooperatives
- Clay Electric Cooperative
- Cobb EMC
- Connexus Energy
- CORE Electric Cooperative
- CoServ
- Dakota Electric Association
- DEMCO
- EnergyUnited
- Great Lakes Energy
- GreyStone Power
- Jackson EMC
- Lee County Electric Cooperative
- Magic Valley Electric Cooperative
- Middle Tennessee EMC
- NOVEC
- Pedernales Electric
- Rappahannock Electric Cooperative
- Sawnee EMC
- SECO Energy
- SLEMCO
- South Central Power
- Southern Maryland Electric Cooperative
- Tri-County Electric Cooperative
- Walton EMC
- Withlacoochee River Electric Cooperative
East Region
- Appalachian Power
- Atlantic City Electric
- BGE
- Central Hudson Gas & Electric
- Central Maine Power
- Con Edison
- Delmarva Power
- Duquesne Light
- Eversource
- Green Mountain Power
- Jersey Central Power & Light
- Met-Ed
- Mon Power
- National Grid
- NYSEG
- Orange & Rockland
- PECO
- Penelec
- Penn Power
- Pepco
- Potomac Edison
- PPL Electric Utilities
- PSE&G
- PSEG Long Island
- Rochester Gas & Electric
- United Illuminating
- Versant Power
- West Penn Power
Midwest Region
- AES Indiana (formerly Indianapolis Power & Light)
- AES Ohio (formerly Dayton Power & Light)
- AEP Ohio
- Alliant Energy
- Ameren Illinois
- Ameren Missouri
- CenterPoint Energy
- City Utilities
- ComEd
- Consumers Energy
- DTE Energy
- Duke Energy
- Empire District Electric
- Evergy
- Indiana Michigan Power
- Kentucky Power
- Kentucky Utilities
- Lincoln Electric System
- Louisville Gas & Electric
- Madison Gas & Electric
- MidAmerican Energy
- Minnesota Power
- NIPSCO
- Ohio Edison
- Omaha Public Power District
- Otter Tail Power Company
- The Illuminating Company
- Toledo Edison
- We Energies
- WPS
- Xcel Energy
South Region
- Alabama Power
- Austin Energy
- City of Tallahassee
- Cleco Power
- CPS Energy
- Dominion Energy
- Duke Energy Carolinas
- Duke Energy Florida
- Duke Energy Progress
- Entergy Arkansas
- Entergy Louisiana
- Entergy Mississippi
- Entergy New Orleans
- Entergy Texas
- EPB
- Florida Power & Light
- Georgia Power
- Huntsville Utilities
- JEA
- Knoxville Utilities Board
- Lakeland Electric
- Mississippi Power
- MLGW
- NES
- OG&E
- OUC
- Public Service Co. of Oklahoma
- Santee Cooper
- SWEPCO
- Tampa Electric
- Xcel Energy
West Region
- Anaheim Public Utilities
- APS
- Avista
- Black Hills Energy
- Clark Public Utilities
- Colorado Springs Utilities
- El Paso Electric
- Hawaiian Electric
- Idaho Power
- Imperial Irrigation District
- L.A. Dept. of Water & Power
- Modesto Irrigation District
- Montana-Dakota Utilities
- NorthWestern Energy
- NV Energy
- Pacific Gas and Electric
- Pacific Power
- Portland General Electric
- PNM
- Puget Sound Energy
- Rocky Mountain Power
- San Diego Gas & Electric
- Seattle City Light
- SMUD
- Snohomish County PUD
- Southern California Edison
- SRP
- Tacoma Power
- Tucson Electric Power
- Xcel Energy
Cooperatives
- Clay Electric Cooperative
- Cobb EMC
- Connexus Energy
- CORE Electric Cooperative
- CoServ
- Dakota Electric Association
- DEMCO
- EnergyUnited
- Great Lakes Energy
- GreyStone Power
- Jackson EMC
- Lee County Electric Cooperative
- Magic Valley Electric Cooperative
- Middle Tennessee EMC
- NOVEC
- Pedernales Electric
- Rappahannock Electric Cooperative
- Sawnee EMC
- SECO Energy
- SLEMCO
- South Central Power
- Southern Maryland Electric Cooperative
- Tri-County Electric Cooperative
- Walton EMC
- Withlacoochee River Electric Cooperative
East Region
- Appalachian Power
- Atlantic City Electric
- BGE
- Central Hudson Gas & Electric
- Central Maine Power
- Con Edison
- Delmarva Power
- Duquesne Light
- Eversource
- Green Mountain Power
- Jersey Central Power & Light
- Met-Ed
- Mon Power
- National Grid
- NYSEG
- Orange & Rockland
- PECO
- Penelec
- Penn Power
- Pepco
- Potomac Edison
- PPL Electric Utilities
- PSE&G
- PSEG Long Island
- Rochester Gas & Electric
- United Illuminating
- Versant Power
- West Penn Power
Midwest Region
- AES Indiana (formerly Indianapolis Power & Light)
- AES Ohio (formerly Dayton Power & Light)
- AEP Ohio
- Alliant Energy
- Ameren Illinois
- Ameren Missouri
- CenterPoint Energy
- City Utilities
- ComEd
- Consumers Energy
- DTE Energy
- Duke Energy
- Empire District Electric
- Evergy
- Indiana Michigan Power
- Kentucky Power
- Kentucky Utilities
- Lincoln Electric System
- Louisville Gas & Electric
- Madison Gas & Electric
- MidAmerican Energy
- Minnesota Power
- NIPSCO
- Ohio Edison
- Omaha Public Power District
- Otter Tail Power Company
- The Illuminating Company
- Toledo Edison
- We Energies
- WPS
- Xcel Energy
South Region
- Alabama Power
- Austin Energy
- City of Tallahassee
- Cleco Power
- CPS Energy
- Dominion Energy
- Duke Energy Carolinas
- Duke Energy Florida
- Duke Energy Progress
- Entergy Arkansas
- Entergy Louisiana
- Entergy Mississippi
- Entergy New Orleans
- Entergy Texas
- EPB
- Florida Power & Light
- Georgia Power
- Huntsville Utilities
- JEA
- Knoxville Utilities Board
- Lakeland Electric
- Mississippi Power
- MLGW
- NES
- OG&E
- OUC
- Public Service Co. of Oklahoma
- Santee Cooper
- SWEPCO
- Tampa Electric
- Xcel Energy
West Region
- Anaheim Public Utilities
- APS
- Avista
- Black Hills Energy
- Clark Public Utilities
- Colorado Springs Utilities
- El Paso Electric
- Hawaiian Electric
- Idaho Power
- Imperial Irrigation District
- L.A. Dept. of Water & Power
- Modesto Irrigation District
- Montana-Dakota Utilities
- NorthWestern Energy
- NV Energy
- Pacific Gas and Electric
- Pacific Power
- Portland General Electric
- PNM
- Puget Sound Energy
- Rocky Mountain Power
- San Diego Gas & Electric
- Seattle City Light
- SMUD
- Snohomish County PUD
- Southern California Edison
- SRP
- Tacoma Power
- Tucson Electric Power
- Xcel Energy
Gas Utility Residential
East Region
- BGE
- Columbia Gas of Pennsylvania
- Con Edison
- Connecticut Natural Gas
- Delmarva Power
- Elizabethtown Gas
- Eversource
- Liberty Utilities
- National Fuel Gas
- National Grid
- New Jersey Natural Gas
- NYSEG
- Orange & Rockland
- PECO
- Peoples
- Philadelphia Gas Works
- PSE&G
- Rochester Gas & Electric
- South Jersey Gas
- Southern Connecticut Gas
- UGI
- Washington Gas
Midwest Region
- Alliant Energy
- Ameren Illinois
- Atmos Energy
- Black Hills Energy
- CenterPoint Energy
- Citizens Energy Group
- Columbia Gas of Ohio
- Consumers Energy
- Dominion Energy Ohio
- DTE Energy
- Duke Energy
- Kansas Gas Service
- Louisville Gas & Electric
- Madison Gas & Electric
- Metropolitan Utilities District
- Michigan Gas Utilities
- MidAmerican Energy
- Minnesota Energy Resources
- Nicor Gas
- NIPSCO
- North Shore Gas
- Peoples Gas
- SEMCO Energy Gas Company
- Spire
- We Energies
- WPS
- Xcel Energy
South Region
- Atmos Energy
- Black Hills Energy
- CenterPoint Energy
- Columbia Gas of Virginia
- CoServ
- CPS Energy
- Dominion Energy
- MLGW
- Mountaineer Gas Company
- Oklahoma Natural Gas
- Piedmont Natural Gas
- Spire
- TECO Peoples Gas
- Texas Gas Service
- Virginia Natural Gas
West Region
- Avista
- Black Hills Energy
- Cascade Natural Gas
- Colorado Springs Utilities
- Dominion Energy
- ENSTAR
- Intermountain Gas Company
- Long Beach Gas & Oil
- Montana-Dakota Utilities
- New Mexico Gas Company
- NorthWestern Energy
- NV Energy
- NW Natural
- Pacific Gas and Electric
- Puget Sound Energy
- San Diego Gas & Electric
- Southern California Gas Company
- Southwest Gas
- UniSource Energy Services
- Xcel Energy
East Region
- BGE
- Columbia Gas of Pennsylvania
- Con Edison
- Connecticut Natural Gas
- Delmarva Power
- Elizabethtown Gas
- Eversource
- Liberty Utilities
- National Fuel Gas
- National Grid
- New Jersey Natural Gas
- NYSEG
- Orange & Rockland
- PECO
- Peoples
- Philadelphia Gas Works
- PSE&G
- Rochester Gas & Electric
- South Jersey Gas
- Southern Connecticut Gas
- UGI
- Washington Gas
Midwest Region
- Alliant Energy
- Ameren Illinois
- Atmos Energy
- Black Hills Energy
- CenterPoint Energy
- Citizens Energy Group
- Columbia Gas of Ohio
- Consumers Energy
- Dominion Energy Ohio
- DTE Energy
- Duke Energy
- Kansas Gas Service
- Louisville Gas & Electric
- Madison Gas & Electric
- Metropolitan Utilities District
- Michigan Gas Utilities
- MidAmerican Energy
- Minnesota Energy Resources
- Nicor Gas
- NIPSCO
- North Shore Gas
- Peoples Gas
- SEMCO Energy Gas Company
- Spire
- We Energies
- WPS
- Xcel Energy
South Region
- Atmos Energy
- Black Hills Energy
- CenterPoint Energy
- Columbia Gas of Virginia
- CoServ
- CPS Energy
- Dominion Energy
- MLGW
- Mountaineer Gas Company
- Oklahoma Natural Gas
- Piedmont Natural Gas
- Spire
- TECO Peoples Gas
- Texas Gas Service
- Virginia Natural Gas
West Region
- Avista
- Black Hills Energy
- Cascade Natural Gas
- Colorado Springs Utilities
- Dominion Energy
- ENSTAR
- Intermountain Gas Company
- Long Beach Gas & Oil
- Montana-Dakota Utilities
- New Mexico Gas Company
- NorthWestern Energy
- NV Energy
- NW Natural
- Pacific Gas and Electric
- Puget Sound Energy
- San Diego Gas & Electric
- Southern California Gas Company
- Southwest Gas
- UniSource Energy Services
- Xcel Energy
(Updated 12/11/2024)
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Deep Dives
An enhancement to our syndicated studies that allows your company to field additional surveys using a sample that is provided by your company
Customer Service Best Practices
Learn what constitutes a great experience to understand drivers of dissatisfaction and optimize service channels to deliver superior service
Digital and Customer Experience
Combines data analytics, insights, and state-of-the-art technology to help transform customer experience and impact business results
