Energy Branding Harnessing Consumer Power
‘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 offer
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Friðrik Larsen
Energy Branding
Friðrik Larsen
Energy Branding Harnessing Consumer Power
Friðrik Larsen University of Iceland Reykjavik, Iceland
ISBN 978-3-319-57197-3 ISBN 978-3-319-57198-0 (eBook) DOI 10.1007/978-3-319-57198-0 Library of Congress Control Number: 2017939112 © The Editor(s) (if applicable) and The Author(s) 2017 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover Illustration: Cover pattern © Harvey Loake Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
Competitive energy markets have existed for up to three decades and deregulation is planned in markets across the world. This book is meant as an input in creating more understanding of the importance of branding in the energy space. The book provides and understanding of consumer perception of power companies and their offerings and more specifically consumer perception toward green energy. The old utility monopoly had the only purpose to provide for and connect electricity through a power line to consumers’ homes. In the competitive environment of today, it has become important for executives in the energy market to learn the importance of establishing a connection to the minds of consumers to earn their trust and create value for them to earn their business. Reykjavik, Iceland
Friðrik Larsen
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Acknowledgements
I started researching branding in the electricity sector when I was accepted into the Ph.D. program at Aston University. Starting with Aston, I would like to thank my supervisors, the lead supervisor, Dr. Gordon Greenely, in particular. At the University of Iceland, it is the late Dr. Ingjaldur Hannibalsson who I thank the most. He was always positive and al
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