Energy branding: harnessing consumer power
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...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cham, Switzerland
Palgrave Macmillan
2017
|
| Schriftenreihe: | Palgrave pivot
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| Schlagworte: | |
| Zusammenfassung: | 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 -- Back cover |
| Beschreibung: | XIII, 173 S. 22 cm |
| ISBN: | 9783319571973 3319571974 |
Internformat
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| 505 | 8 | |a Introduction -- Branding and related research fields -- Overview of liberalization -- Liberalization and consumer perception -- Electric marketing myopia -- The ingredients of an energy brand: sources of brand value -- Green energy branding -- Green electricity from a consumer's perspective -- Conclusion | |
| 520 | 3 | |a 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 -- Back cover | |
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Datensatz im Suchindex
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| any_adam_object | |
| author | Larsen, Friðrik |
| author_facet | Larsen, Friðrik |
| author_role | aut |
| author_sort | Larsen, Friðrik |
| author_variant | f l fl |
| building | Verbundindex |
| bvnumber | BV045157582 |
| contents | Introduction -- Branding and related research fields -- Overview of liberalization -- Liberalization and consumer perception -- Electric marketing myopia -- The ingredients of an energy brand: sources of brand value -- Green energy branding -- Green electricity from a consumer's perspective -- Conclusion |
| ctrlnum | (OCoLC)981117506 (DE-599)BVBBV045157582 |
| format | Book |
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| id | DE-604.BV045157582 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T08:10:17Z |
| institution | BVB |
| isbn | 9783319571973 3319571974 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-030547144 |
| oclc_num | 981117506 |
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| physical | XIII, 173 S. 22 cm |
| publishDate | 2017 |
| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| series2 | Palgrave pivot |
| spelling | Larsen, Friðrik Verfasser aut Energy branding harnessing consumer power Friðrik Larsen Cham, Switzerland Palgrave Macmillan 2017 XIII, 173 S. 22 cm txt rdacontent n rdamedia nc rdacarrier Palgrave pivot Introduction -- Branding and related research fields -- Overview of liberalization -- Liberalization and consumer perception -- Electric marketing myopia -- The ingredients of an energy brand: sources of brand value -- Green energy branding -- Green electricity from a consumer's perspective -- Conclusion 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 -- Back cover Markenpolitik (DE-588)4144679-3 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Energieversorgungsunternehmen (DE-588)4130578-4 gnd rswk-swf Verbraucher (DE-588)4062632-5 gnd rswk-swf Branding (Marketing) Electric utilities / Marketing Energy industries / Marketing Power resources / Marketing Energieversorgungsunternehmen (DE-588)4130578-4 s Verbraucher (DE-588)4062632-5 s Markenpolitik (DE-588)4144679-3 s Marketing (DE-588)4037589-4 s 1\p DE-604 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Larsen, Friðrik Energy branding harnessing consumer power Introduction -- Branding and related research fields -- Overview of liberalization -- Liberalization and consumer perception -- Electric marketing myopia -- The ingredients of an energy brand: sources of brand value -- Green energy branding -- Green electricity from a consumer's perspective -- Conclusion Markenpolitik (DE-588)4144679-3 gnd Marketing (DE-588)4037589-4 gnd Energieversorgungsunternehmen (DE-588)4130578-4 gnd Verbraucher (DE-588)4062632-5 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4037589-4 (DE-588)4130578-4 (DE-588)4062632-5 |
| title | Energy branding harnessing consumer power |
| title_auth | Energy branding harnessing consumer power |
| title_exact_search | Energy branding harnessing consumer power |
| title_full | Energy branding harnessing consumer power Friðrik Larsen |
| title_fullStr | Energy branding harnessing consumer power Friðrik Larsen |
| title_full_unstemmed | Energy branding harnessing consumer power Friðrik Larsen |
| title_short | Energy branding |
| title_sort | energy branding harnessing consumer power |
| title_sub | harnessing consumer power |
| topic | Markenpolitik (DE-588)4144679-3 gnd Marketing (DE-588)4037589-4 gnd Energieversorgungsunternehmen (DE-588)4130578-4 gnd Verbraucher (DE-588)4062632-5 gnd |
| topic_facet | Markenpolitik Marketing Energieversorgungsunternehmen Verbraucher |
| work_keys_str_mv | AT larsenfriðrik energybrandingharnessingconsumerpower |