Study: Energy Star Brand Gains Awareness As ‘Functional' Tool

A recent national survey measuring the brand strength of the government's Energy Star program has found high levels of brand awareness and challenges ahead in selling environmental issues to American consumers.

The 7^th EcoPinion study, which was conducted by EcoAlign, a strategic marketing agency focused on energy and the environment, found growing awareness to Energy Star's goals but warned that "there is also a danger of diluting the brand and creating customer confusion by introducing new derivative programs such as Home Star, which is now coming to market."

The study found that 71 percent of Americans were either extremely or somewhat aware of Energy Star and 82 percent said that the brand is either extremely important or important. Read more.