Commodity branding : a qualitative research approach to understanding modern energy brands

Author(s)

    • Larsen, Friðrik

Bibliographic Information

Commodity branding : a qualitative research approach to understanding modern energy brands

Fridrik Larsen

(Palgrave pivot)

Palgrave Macmillan, c2023

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Note

Includes bibliographical references and index

Description and Table of Contents

Description

When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. In light of this, this book has two objectives. First, the author explores the challenges and opportunities that experts within the field face when deciding on strategic brand direction. The results indicate that practitioners in recently liberalised markets have met the emerging branding challenges, such as differentiating commodities, meeting new consumer demands, and building strong brands. Second, the book examines, from an expert-practitioner point of view, whether branding and building brands are activities relevant to this type of market. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market.

Table of Contents

1.Introduction. 2.Literature review on energy branding and related fields. 3.Methodology: A qualitative approach. 4.Findings: Understanding modern energy brands. 5. Conclusion: Conceptual model of branding in the energy markets. 6.References.

by "Nielsen BookData"

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Details

  • NCID
    BD03485998
  • ISBN
    • 9783031299650
  • Country Code
    sz
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    [Cham]
  • Pages/Volumes
    xiii, 150 p.
  • Size
    22 cm
  • Parent Bibliography ID
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