Overview
Examines the perceptions that consumers have on Green Branding
Employs a cross country perspective comparing Easter Europe and Western European territories
Assesses the ingredients of an energy brand such as differentiation, price, image, service and green factors
Includes supplementary material: sn.pub/extras
Includes supplementary material: sn.pub/extras
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Table of contents (9 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Reviews
“Fridrik offers a unique approach to create value for the utilities and their customers.” (Jim Rogers, retired CEO, Duke Energy)
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Energy Branding
Book Subtitle: Harnessing Consumer Power
Authors: Friðrik Larsen
DOI: https://doi.org/10.1007/978-3-319-57198-0
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2017
Hardcover ISBN: 978-3-319-57197-3Published: 21 June 2017
Softcover ISBN: 978-3-319-86101-2Published: 02 August 2018
eBook ISBN: 978-3-319-57198-0Published: 10 June 2017
Edition Number: 1
Number of Pages: XIII, 173
Number of Illustrations: 4 b/w illustrations
Topics: Branding, Energy, general, Project Management, Customer Relationship Management, Consumer Behavior