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Commodity Branding

Name: Commodity Branding
Brand: Springer Nature B.V.
SKU: 9783031299674
Price: 289.6 RON
Availability: InStock

A Qualitative Research Approach to Understanding Modern Energy Brands

Autor: Fridrik Larsen

Limbă:

Legare: Carte broșată

Editura: Springer Nature B.V.

Disponibilitate: În depozitul extern

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When it comes to branding the energy space, an exciting and largely unexplored field of research eme...

Informații despre carte

Autor

Fridrik Larsen

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2023

Pagini

166

EAN

9783031299674

ISBN

3031299671

Enbook ID

50452504

Editura

Springer Nature B.V.

Greutate

226

Dimensiuni

148 x 210 x 10

Descriere completă

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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Commodity Branding

A Qualitative Research Approach to Understanding Modern Energy Brands

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