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Kniha Commodity Branding Fridrik Larsen

Commodity Branding

A Qualitative Research Approach to Understanding Modern Energy Brands

Autor: Fridrik Larsen
Jazyk: Angličtina
Väzba: Pevná
Vydavateľ: Springer, Berlin
Dostupnosť: Skladom u dodávateľa
Odosielame za 10-18 dní
48.84 €
When it comes to branding the energy space, an exciting and largely unexplored field of research eme...

Informácie o knihe

Autor
Fridrik Larsen
Jazyk
Angličtina
Väzba
Kniha - Pevná
Vydalo
2023
Stránok
164
EAN
9783031299650
Enbook ID
43050161
Vydavateľ
Springer, Berlin
Hmotnosť
349
Rozmery
155 x 235

Kompletný popis

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.

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