Bord Gáis told: rebrand or lose market share

Documents from the national energy regulator show price deregulation could come quicker if the firm drops its iconic retail brand, write Emma Kennedy and John Burke.

13th April, 2013

Bord Gáis has been told to choose between retaining its well-known brand or a willingness to lose market share under a future deregulation of the gas market, according to new proposals from the national energy regulator.

Documents from the Commission for Energy Regulation (Cer) revealed that Bord Gáis would have to be willing to sacrifice a portion of its market share in return for the removal of price regulation.

According to...

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