Energy Branding (eBook)

Harnessing Consumer Power

Friðrik Larsen (Autor)

eBook Download: PDF

2017 | 1st ed. 2017
XIII, 173 Seiten
Springer International Publishing (Verlag)
978-3-319-57198-0 (ISBN)

Infos

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.

Fridrik Larsen is Assistant Professor at the University of Iceland and CEO of LarsEn Energy Branding. He has consulted energy companies around the world on the basics of brand-building in the industry, and is the first person in the world to present a dissertation that looks into branding in the energy industry.

Inhalt

Preface 5
Acknowledgements 6
Contents 8
List of Figures 9
List of Tables 10
1 Introduction 11
Abstract 11
Practical Contribution 12
Aims and Challenges 14
Commodity Qualities 16
Energy from the Perspective of Insiders and the Outsiders 17
References 19
2 Branding and Related Research Fields 21
Abstract 21
Why Branding 22
The Merits of Brands 22
Why Companies Should Brand 23
Why Consumers Prefer Brands 24
The Brand and the Individual 24
What Branding is About 25
Definitions of Brands and Branding 25
Furthering the Concept 26
More Than a Name and a Logo 27
Brand Is Perception 27
What Branding Is Not 28
Brand Image 28
Evolution of the Concept 29
Definition Of a Brand Image 29
Dimensions and Measurements of Image 30
Brand Associations 31
A Changed Viewpoint of Image 31
Image and Relationship 32
Brand Heritage 33
Differentiation 33
Defining Differentiation 35
Streams of Branding 36
Consumer Branding and Industrial Branding 37
Branding Industrial Products 37
Differentiating an Industrial Product 39
Product Branding and Corporate Branding 39
Branding a Corporate Image 40
Service Branding 40
Electricity as a Service 41
Commodity Branding 42
Generic Commodity Branding 42
Specific Commodity Branding 43
Commodities Differentiated into Brands 43
The Way Forward 44
References 45
3 Overview of Liberalization 58
Abstract 58
History of Liberalization in the Electricity Sector 59
Liberalization Effectiveness 63
The Role of Privatization in Liberalization 65
Implications 66
References 69
4 Liberalization and Consumer Perception 73
Abstract 73
Higher Price 75
Corruption 77
Company Size 79
Regulation Significance 80
Monopolistic Conduct 82
Perceived Powerlessness 84
Implications of Found Constructs 85
Addressing Consumers’ Concerns 88
Theoretical Model 90
References 93
5 Electric Marketing Myopia 94
Abstract 94
Marketing Professionalism in the Electricity Industry 95
The European Experience 96
Challenges to Building a Brand Within the Industry 97
Constructs Related to Marketing Professionalism 98
Passé Marketing and Political Intervention 99
Monopolistic Attitude 99
Lack of Strategy 100
Archaic Management 101
References 102
6 The Ingredients of an Energy Brand—Sources of Brand Value 103
Abstract 103
Differentiation 104
Price 105
Image 109
Service 111
Green Factors 113
References 114
7 Green Energy Branding 116
Abstract 116
Recent Development in CSR and Sustainability’s Relationship to Branding 117
Marketing Green Electricity 119
Characterizing Green Electricity 120
Unique Characteristics 120
Defining Green Electricity 121
Visual Effect 124
Sustainability 125
Information 126
The Green Energy Consumer 128
Marketing Considerations of Green Electricity 131
Green Washing 131
Branding Green Electricity 132
Elements of Green Branding 133
Differentiation 134
Positioning 135
Skepticism 135
Consumers’ Motives 136
Hindering Factors 138
References 138
8 Green Electricity from a Consumer’s Perspective 151
Abstract 151
Impacting Constructs 152
Defining Constructs 153
Implications 154
Country-Specific Attitudes Toward Green Energy 157
Iceland 157
Norway 158
The Czech Republic 160
Estonia 161
Poland 163
Summing up Key Factors 165
References 168
9 Conclusion 170
Abstract 170
Index 173

Produkt-Details

• Erscheint lt. Verlag: 10.6.2017
• Zusatzinfo: XIII, 173 p. 4 illus.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Technik
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Customer Perspective • Energy Market • international • Marketing • product branding
• ISBN-10: 3-319-57198-2 / 3319571982
• ISBN-13: 978-3-319-57198-0 / 9783319571980