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Książka Commodity Branding Fridrik Larsen

Commodity Branding

A Qualitative Research Approach to Understanding Modern Energy Brands

Autor: Fridrik Larsen
Język: Angielski
Oprawa: Miękka
Wydawca: Springer Nature B.V.
Dostępność: Dostępna u dostawcy
Wysyłamy za 10-18 dni
224.85 zł
When it comes to branding the energy space, an exciting and largely unexplored field of research eme...

Informacje o książce

Autor
Fridrik Larsen
Język
Angielski
Oprawa
Książka - Miękka
Data wydania
2023
strony
166
EAN
9783031299674
ISBN
3031299671
Enbook ID
50452504
Wydawca
Springer Nature B.V.
Waga
226
Wymiary
148 x 210 x 10

Pełny opis

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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