Larsen Energy Branding

Harnessing Consumer Power
1. Auflage 2017
ISBN: 978-3-319-57198-0
Verlag: Springer Nature Switzerland
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 175 Seiten

Reihe: Progress in Mathematics

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.

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.

Autoren/Hrsg.

Larsen, Friðrik

Inhaltsverzeichnis

1;Preface;5
2;Acknowledgements;6
3;Contents;8
4;List of Figures;9
5;List of Tables;10
6;1 Introduction;11
6.1;Abstract;11
6.2;Practical Contribution;12
6.3;Aims and Challenges;14
6.4;Commodity Qualities;16
6.5;Energy from the Perspective of Insiders and the Outsiders;17
6.6;References;19
7;2 Branding and Related Research Fields;21
7.1;Abstract;21
7.2;Why Branding;22
7.3;The Merits of Brands;22
7.4;Why Companies Should Brand;23
7.5;Why Consumers Prefer Brands;24
7.6;The Brand and the Individual;24
7.7;What Branding is About;25
7.8;Definitions of Brands and Branding;25
7.9;Furthering the Concept;26
7.10;More Than a Name and a Logo;27
7.11;Brand Is Perception;27
7.12;What Branding Is Not;28
7.13;Brand Image;28
7.14;Evolution of the Concept;29
7.15;Definition Of a Brand Image;29
7.16;Dimensions and Measurements of Image;30
7.17;Brand Associations;31
7.18;A Changed Viewpoint of Image;31
7.19;Image and Relationship;32
7.20;Brand Heritage;33
7.21;Differentiation;33
7.22;Defining Differentiation;35
7.23;Streams of Branding;36
7.24;Consumer Branding and Industrial Branding;37
7.25;Branding Industrial Products;37
7.26;Differentiating an Industrial Product;39
7.27;Product Branding and Corporate Branding;39
7.28;Branding a Corporate Image;40
7.29;Service Branding;40
7.30;Electricity as a Service;41
7.31;Commodity Branding;42
7.32;Generic Commodity Branding;42
7.33;Specific Commodity Branding;43
7.34;Commodities Differentiated into Brands;43
7.35;The Way Forward;44
7.36;References;45
8;3 Overview of Liberalization;58
8.1;Abstract;58
8.2;History of Liberalization in the Electricity Sector;59
8.3;Liberalization Effectiveness;63
8.4;The Role of Privatization in Liberalization;65
8.5;Implications;66
8.6;References;69
9;4 Liberalization and Consumer Perception;73
9.1;Abstract;73
9.2;Higher Price;75
9.3;Corruption;77
9.4;Company Size;79
9.5;Regulation Significance;80
9.6;Monopolistic Conduct;82
9.7;Perceived Powerlessness;84
9.8;Implications of Found Constructs;85
9.9;Addressing Consumers’ Concerns;88
9.10;Theoretical Model;90
9.11;References;93
10;5 Electric Marketing Myopia;94
10.1;Abstract;94
10.2;Marketing Professionalism in the Electricity Industry;95
10.3;The European Experience;96
10.4;Challenges to Building a Brand Within the Industry;97
10.5;Constructs Related to Marketing Professionalism;98
10.6;Passé Marketing and Political Intervention;99
10.7;Monopolistic Attitude;99
10.8;Lack of Strategy;100
10.9;Archaic Management;101
10.10;References;102
11;6 The Ingredients of an Energy Brand—Sources of Brand Value;103
11.1;Abstract;103
11.2;Differentiation;104
11.3;Price;105
11.4;Image;109
11.5;Service;111
11.6;Green Factors;113
11.7;References;114
12;7 Green Energy Branding;116
12.1;Abstract;116
12.2;Recent Development in CSR and Sustainability’s Relationship to Branding;117
12.3;Marketing Green Electricity;119
12.4;Characterizing Green Electricity;120
12.5;Unique Characteristics;120
12.6;Defining Green Electricity;121
12.7;Visual Effect;124
12.8;Sustainability;125
12.9;Information;126
12.10;The Green Energy Consumer;128
12.11;Marketing Considerations of Green Electricity;131
12.12;Green Washing;131
12.13;Branding Green Electricity;132
12.14;Elements of Green Branding;133
12.15;Differentiation;134
12.16;Positioning;135
12.17;Skepticism;135
12.18;Consumers’ Motives;136
12.19;Hindering Factors;138
12.20;References;138
13;8 Green Electricity from a Consumer’s Perspective;151
13.1;Abstract;151
13.2;Impacting Constructs;152
13.2.1;Defining Constructs;153
13.2.2;Implications;154
13.3;Country-Specific Attitudes Toward Green Energy;157
13.3.1;Iceland;157
13.3.2;Norway;158
13.4;The Czech Republic;160
13.4.1;Estonia;161
13.4.2;Poland;163
13.5;Summing up Key Factors;165
13.6;References;168
14;9 Conclusion;170
14.1;Abstract;170
15;Index;173