Company: SSE PLC
Brand value: US$2,344 million
Headquarter city: Perth, Perthshire
Year formed: 1998
SSE is known to consumers as a supplier of domestic energy. Retail is just one of several functions of the larger SSE Group, which along with being one of the UK’s “big six” energy suppliers, is also involved in energy transmission, storage, distribution and production. Customer numbers have been declining in recent months as consumer groups urge householders to shop around for the best deals. SSE describes itself as a reliable and sustainable supplier of energy and through its communications shifts away from the usual price focus of the category and highlights its customer-centric approach and how it’s proud to help make a difference. The brand is the sponsor of the SSE Arena in London, formerly known as Wembley Arena, and SSE customers can get event tickets for the venue in advance of general sales. Ads often feature Maya, a computer-generated orangutan, encouraging customers to take a fresh look at energy; in a recent TV commercial, Maya sees the bright lights of central London before returning to the rainforest. Corporate Social Responsibility efforts include a campaign to get dads to support their daughters taking up football, and launching a myth-busting film about women and the gender pay gap to coincide with International Women in Engineering Day. SSE is listed on the London Stock Exchange and is a constituent stock of the FTSE 100 index.