Eletrobras announced this Wednesday (22) the adoption of a new name and corporate identity. From now on, the company will be called AXIA Energia, a brand that, according to the official statement, symbolizes “value” — the meaning of the term of Greek origin — and refers to the idea of an axis, an element that connects, sustains and generates movement.
The rebranding marks the consolidation of the transformation process that began in 2022, when the company gained dispersed shareholding control, ceasing to be a state-owned company.
The new brand, according to the statement released to the market, seeks to reflect a more innovative, agile and financially disciplined company, prepared for technological, regulatory and market challenges.
As of November 10, 2025, the company's shares will be traded under the new codes AXIA3, AXIA5 and AXIA6 on B3, and AXIA and AXIA PR on the New York Stock Exchange (NYSE), replacing the old acronyms ELET3, ELET5, ELET6 and EBR.
The trading floor name also changes to AXIA Energia. The Investor Relations website will change to ri.axia.com.br starting October 24th.
The company also emphasizes that the rebranding does not alter contractual, business or regulatory commitments.
In a statement signed by its Vice President of Finance and Investor Relations, Eduardo Haiama, the company states that the initiative “reflects the conviction that the future of energy will be built by solid, reliable companies capable of catalyzing sustainable businesses.”
The new identity will be gradually incorporated into all corporate channels and documents, including the company's legal name.
Reasons for rebranding
Eletrobras' name change to AXIA Energia follows a common trend among companies leaving state control, market sources point out.
In general, rebranding is a symbolic and market strategy to mark a new institutional phase, detached from the image of a public company and more aligned with the governance logic of private companies.
By adopting a new brand, the company seeks to reinforce its autonomy and competitiveness, conveying to the market an identity based on value creation, efficiency and a focus on shareholders.
Another relevant factor is image repositioning. By moving away from a name strongly associated with the state and political contexts, the company gains neutrality and global appeal, favoring the attraction of international investors.
This movement also helps to consolidate the idea that the company belongs to an open and competitive market, and no longer to a public control system.
In cases like Eletrobras, the new name stems from a cultural and technological transformation project. The company seeks to present itself as an integrated energy platform, focusing on innovation, sustainability, and portfolio diversification, consistent with the direction of the global energy transition.
Just as happened with Vale (formerly Vale do Rio Doce) and the companies that originated from Telebrás, Eletrobras — now AXIA Energia — takes a symbolic and strategic step to reaffirm its identity as a global private corporation, maintaining the legacy of its origins, but with its eyes focused on the future of the electricity sector.
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