The article refers to a survey in Germany, Great Britain, and Spain which focused on the outlook for electricity brands. Nine electricity brand concepts, which build on the idea of bundling electricity with household services, are based on low price, service, new technology, environmental friendliness, and health and personal well-being. Data indicates consumers' preferences in each category of the three deregulated or soon to be deregulated markets and suggests that a retail trade in electricity will need to establish specific brands for each national market.