A Qualitative Research Approach to Understanding Modern Energy Brands
Buch, Englisch, 150 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 333 g
ISBN: 978-3-031-29965-0
Verlag: Springer Nature Switzerland
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.
Zielgruppe
Research
Autoren/Hrsg.
Weitere Infos & Material
1.Introduction.- 2.Literature review on energy branding and related fields. 3.Methodology: A qualitative approach.- 4.Findings: Understanding modern energy brands.- 5. Conclusion: Conceptual model of branding in the energy markets.- 6.References.
