Energy Branding

Harnessing Consumer Power
1. Auflage 2017
ISBN: 978-3-319-57197-3
Verlag: Springer International Publishing

Buch, Englisch, 173 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 3493 g

Demonstrating the potential of building strong brands in the energy sector, this book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand. Energy suppliers are increasingly being met with skepticism, indicating the need for a greater focus on marketing and branding in the energy industry. The author examines both perspectives of energy as a commodity business and a consumer brand, as well as the perception of energy consumers across Europe. Topics discussed include green energy, the liberalisation of the electricity industry, and the relationship between consumers and executives in the energy market. One of the first of its kind, this book offers a unique and innovative study of the development of branding in the energy industry, and sheds light on future marketing strategies.

Zielgruppe

Research

Autoren/Hrsg.

Larsen, Friðrik

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Energie- & Versorgungswirtschaft
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

1. Introduction.- 2. Branding and Related Research Fields.- 3. Overview of Liberalization.- 4. Liberalization and Consumer Perception.- 5. Electric Marketing Myopia.- 6. The Ingredients of an Energy Brand: Sources of Brand Value.- 7. Green Energy Branding.- 8. Green Electricity from a Consumer's Perspective.- 8. Conclusion.

Über Autor(innen)

Fridrik Larsen is Assistant Professor at the University of Iceland and CEO of LarsEn Energy Branding. He has consulted energy companies around the world on the basics of brand-building in the industry, and is the first person in the world to present a dissertation that looks into branding in the energy industry.