LEADER 03163nam 22004455 450 001 9910734845203321 005 20230621194804.0 010 $a3-031-29966-3 024 7 $a10.1007/978-3-031-29966-7 035 $a(MiAaPQ)EBC30605724 035 $a(Au-PeEL)EBL30605724 035 $a(DE-He213)978-3-031-29966-7 035 $a(PPN)27227190X 035 $a(EXLCZ)9927169387500041 100 $a20230621d2023 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aCommodity Branding$b[electronic resource] $eA Qualitative Research Approach to Understanding Modern Energy Brands /$fby Fridrik Larsen 205 $a1st ed. 2023. 210 1$aCham :$cSpringer Nature Switzerland :$cImprint: Palgrave Macmillan,$d2023. 215 $a1 online resource (156 pages) 311 08$aPrint version: Larsen, Fridrik Commodity Branding Cham : Springer International Publishing AG,c2023 9783031299650 327 $a1.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. 330 $aWhen 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. Fridrik Larsen is an Associate Professor of marketing at the University of Iceland. He is a leading authority on branding within the energy space and the first individual to hold a PhD in energy branding. Larsen holds graduate degrees in finance, economics and psychology, and a postgraduate degree in marketing. He is the author of three books on energy branding, including Energy Branding (Palgrave Macmillan, 2017) and is a sought after public speaker and the founder of the international CHARGE conference. 606 $aBranding (Marketing) 606 $aBranding 615 0$aBranding (Marketing). 615 14$aBranding. 676 $a333.79 700 $aLarsen$b Fridrik$01373826 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910734845203321 996 $aCommodity Branding$93404937 997 $aUNINA