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Energy brandingharnessing consumer p...

Larsen, Fridrik.

Energy brandingharnessing consumer power /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Energy brandingby 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$q(electronic bk.)

Energy brandingharnessing 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$q(electronic bk.)

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

266407
Branding (Marketing)

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

Dewey Class. No.: 658.827

Energy brandingharnessing consumer power /
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245 1 0 $a Energy branding $h [electronic resource] : $b harnessing consumer power / $c by Fridrik Larsen.
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2017.
300 $a xiii, 173 p. : $b ill., digital ; $c 24 cm.
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.
650 0 $a Branding (Marketing) $3 266407
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650 0 $a Energy industries $x Marketing. $3 787229
650 0 $a Power resources $x Marketing. $3 787230
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Branding. $3 779366
650 2 4 $a Energy, general. $3 509774
650 2 4 $a Project Management. $3 515728
650 2 4 $a Customer Relationship Management. $3 741683
650 2 4 $a Consumer Behavior. $3 772804
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