U.S. Utility Brand Appeal Index Study
Measure Utility Brand Appeal Across the Customer Journey
The U.S. Utility Brand Appeal Index Study connects the entire brand experience journey for gas and electric residential utilities, measuring a utility’s ability to engage and motivate customers across reputation, execution, and trust.
What the Study Measures
A Complete View of Utility Brand Appeal
Measures brand appeal across three core scores:
• Reputation
• Execution
• Trust
Includes:
• Gas and electric residential utility coverage
• Touchpoint-level analysis of the full brand experience
• Competitive benchmarks and wave reporting
• Alignment of brand traits with customer priorities
How the U.S. Utility Brand Appeal Index Study Works
• Surveys residential gas and electric utility customers
• Measures sentiment across reputation, execution, and trust
• Quantifies touchpoints that impact the overall brand experience
• Delivers three waves of results and final annual results
• Leverages JD Power research on utility brand traits dating back to 2016
Core Strengths
Align Your Brand with what Customers Value
• Utilities aligning branding with what customers value most create a strong foundation for higher satisfaction
• Reveals the actions most influential to brand reputation and trust
• Benchmarks brand appeal against regional and national peers
• Supports advocacy for future initiatives and clean energy goals
• Identifies what high-appeal utilities do differently
Business Impact
Strengthen Brand Support for Strategic Initiatives
• Builds customer advocacy for rate cases and infrastructure investments
• Improves alignment between brand positioning and customer values
• Prioritizes brand investment around high-impact touchpoints
• Differentiates your utility in a consolidating market
• Supports long-term reputation management and stakeholder trust
Key Dates
2026
Wave 1 Results: October 29, 2025
Wave 2 Results: January 28, 2026
Wave 3 Results: April 29, 2026
Final Results: July 21, 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 U.S. Utility Brand Appeal Index Study as a prerequisite.
Brands Targeted to be Profiled
Profiled Brands
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
Electric Utility Residential — 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
Electric Utility Residential — 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
Electric Utility Residential — 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
Electric Utility Residential — 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
Electric Utility Residential — 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
Gas Utility Residential — 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
Gas Utility Residential — 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
Gas Utility Residential — 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
Designed for Utility Brand Leaders
• Utility brand and marketing executives
• Customer experience strategists
• Communications and public affairs leaders
• Regulatory and community relations teams
• Strategic planning and customer insights teams
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