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.
General
Imprint: |
Palgrave Macmillan
|
Country of origin: |
Switzerland |
Release date: |
June 2023 |
First published: |
2023 |
Authors: |
Fridrik Larsen
|
Dimensions: |
210 x 148mm (L x W) |
Pages: |
150 |
Edition: |
1st ed. 2023 |
ISBN-13: |
978-3-03-129965-0 |
Categories: |
Books
|
LSN: |
3-03-129965-5 |
Barcode: |
9783031299650 |
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