Building a Powerful and Enduring Brand: The Past, Present and Future of the ENERGY STAR Brand

By 2007, when this 44-page report was written, ENERGY STAR had grown into a well-recognized consumer brand, the result of well-crafted strategies, market-defined insights, and a perseverance to always improve on the past. To ensure the brand’s continued success, EPA commissioned a brand audit and assessment of future challenges and opportunities. The goal of this report is to provide information and a greater appreciation for the:

• Art and science of branding
• Core principles of the ENERGY STAR brand
• Evolution of the ENERGY STAR brand
• Future opportunities and challenges
• Ways to ensure future success