Energy Branding
Kaup valmöguleikar
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.
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- Springer Nature
- 9783319571980
- 9783319571973
- Page Fidelity (PDF)
- 0
- FriĆ°rik Larsen
- English
- 2017-06-10
- 100
- 2
- 2
Kaflar
- Preface
- Acknowledgements
- Contents
- List of Figures
- List of Tables
- 1 Introduction
- Abstract
- Practical Contribution
- Aims and Challenges
- Commodity Qualities
- Energy from the Perspective of Insiders and the Outsiders
- References
- 2 Branding and Related Research Fields
- Abstract
- Why Branding
- The Merits of Brands
- Why Companies Should Brand
- Why Consumers Prefer Brands
- The Brand and the Individual
- What Branding is About
- Definitions of Brands and Branding
- Furthering the Concept
- More Than a Name and a Logo
- Brand Is Perception
- What Branding Is Not
- Brand Image
- Evolution of the Concept
- Definition Of a Brand Image
- Dimensions and Measurements of Image
- Brand Associations
- A Changed Viewpoint of Image
- Image and Relationship
- Brand Heritage
- Differentiation
- Defining Differentiation
- Streams of Branding
- Consumer Branding and Industrial Branding
- Branding Industrial Products
- Differentiating an Industrial Product
- Product Branding and Corporate Branding
- Branding a Corporate Image
- Service Branding
- Electricity as a Service
- Commodity Branding
- Generic Commodity Branding
- Specific Commodity Branding
- Commodities Differentiated into Brands
- The Way Forward
- References
- 3 Overview of Liberalization
- Abstract
- History of Liberalization in the Electricity Sector
- Liberalization Effectiveness
- The Role of Privatization in Liberalization
- Implications
- References
- 4 Liberalization and Consumer Perception
- Abstract
- Higher Price
- Corruption
- Company Size
- Regulation Significance
- Monopolistic Conduct
- Perceived Powerlessness
- Implications of Found Constructs
- Addressing Consumers’ Concerns
- Theoretical Model
- References
- 5 Electric Marketing Myopia
- Abstract
- Marketing Professionalism in the Electricity Industry
- The European Experience
- Challenges to Building a Brand Within the Industry
- Constructs Related to Marketing Professionalism
- Passé Marketing and Political Intervention
- Monopolistic Attitude
- Lack of Strategy
- Archaic Management
- References
- 6 The Ingredients of an Energy Brand—Sources of Brand Value
- Abstract
- Differentiation
- Price
- Image
- Service
- Green Factors
- References
- 7 Green Energy Branding
- Abstract
- Recent Development in CSR and Sustainability’s Relationship to Branding
- Marketing Green Electricity
- Characterizing Green Electricity
- Unique Characteristics
- Defining Green Electricity
- Visual Effect
- Sustainability
- Information
- The Green Energy Consumer
- Marketing Considerations of Green Electricity
- Green Washing
- Branding Green Electricity
- Elements of Green Branding
- Differentiation
- Positioning
- Skepticism
- Consumers’ Motives
- Hindering Factors
- References
- 8 Green Electricity from a Consumer’s Perspective
- Abstract
- Impacting Constructs
- Defining Constructs
- Implications
- Country-Specific Attitudes Toward Green Energy
- Iceland
- Norway
- The Czech Republic
- Estonia
- Poland
- Summing up Key Factors
- References
- 9 Conclusion
- Abstract
- Index