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Energy branding = harnessing consumer power /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Energy branding/ by Fridrik Larsen.
Reminder of title:	harnessing consumer power /
Author:	Larsen, Fridrik.
Published:	Cham :Springer International Publishing : : 2017.,
Description:	xiii, 173 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Branding (Marketing) -
Online resource:	http://dx.doi.org/10.1007/978-3-319-57198-0
ISBN:	9783319571980

Energy branding = harnessing consumer power /
Larsen, Fridrik.

Energy brandingharnessing consumer power /[electronic resource] :by Fridrik Larsen. - Cham :Springer International Publishing :2017. - xiii, 173 p. :ill., digital ;24 cm.

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.

'An in-depth examination of the modern energy consumer that represents a landmark step forward in energy branding and marketing.' --Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, USA 'Fridrik offers a unique approach to create value for the utilities and their customers.' --Jim Rogers, retired CEO, Duke Energy 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 liberalization 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.

ISBN: 9783319571980

Standard No.: 10.1007/978-3-319-57198-0doiSubjects--Topical Terms:

568096
Branding (Marketing)

LC Class. No.: HF5415.1255 / .L37 2017

Dewey Class. No.: 658.827

Energy branding = harnessing consumer power /
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505 0 $a 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.
520 $a 'An in-depth examination of the modern energy consumer that represents a landmark step forward in energy branding and marketing.' --Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, USA 'Fridrik offers a unique approach to create value for the utilities and their customers.' --Jim Rogers, retired CEO, Duke Energy 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 liberalization 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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