About Gas Natural Fenosa
Gas Natural Fenosa is a Spanish utility company selling natural gas and electricity and generating electricity in Spain. It distributes natural gas for the domestic, commercial and industrial markets. One of Gas Natural Fenosa’s main businesses is the distribution of electricity to small-scale users: residential consumers, SMEs and large businesses.
Brand consistency and strength has been one of GNF’s main challenges, and guaranteeing them is difficult when you have a presence in more than 30 countries. Therefore, it is vitally important to have an online tool like this at your disposal.
The main challenges to be solved were, on the one hand, the lack of efficient brand inventory management embracing all fields, departments and countries and, on the other, having a query, request and recommendation process for use of the brand, with an associated control panel.
‘Our BrandCenter means we can manage the brand more efficiently. It helps us promote the importance of the brand beyond the scope of the units working with it on a daily basis. One could say that we have “popularised” and normalised the brand, its uses and its applications’
BrandCenter Aggylon has become an essential brand management tool within the company. The entire activity goes through this platform. All the materials and regulations arising from the Corporate Branding and Identity Department are published and made available to all internal users and external collaborators who have access.
It is also of great help in disseminating and assimilating the brand strategy and the values underlying it. Now, all queries are managed though guardianship, which helps ensure they are all traceable and provides activity reports that permit quantification of the support service provided by the brand unit.
Additionally, the inventory published on the BrandCenter facilitates brand management when it comes to making changes in any unit, company or country.