The views of Scott Peterson, vice president for communications at the Nuclear Energy Institute, on the benefits of branding compaign, are discussed. According to vice president, the purpose of branding nuclear energy is to establish a positive, easily recalled meaning in minds of policymakers and customers. The branding program is the industry's multi-faceted program for proactively communicating
... [Show full abstract] the value of nuclear energy to opinion leaders, such as members of Congress and their staff. The branding compaign can help to sustain the significant levels of public approval for nuclear energy broadly and can redirect this positive support to industry initiatives.