Introduction

Fridrik Larsen

Chapter 1 in Commodity Branding, 2023, pp 1-6 from Springer

Abstract: Abstract In this chapter the challenges of branding energy and the limited research on the subject are introduced. The main challenge of branding energy is that it is a commodity. Energy is interchangeable with and indistinguishable from other instances of the same type, which makes it difficult for consumers to identify differences between competing businesses. In such markets, the importance of brand and communication is crucial. Additionally, the objectives of the book are addressed. There are two overall objectives. First, to examine the challenges and opportunities that experts in the energy market face when deciding on strategic brand positioning. Second, this research examines the relevance of brand-building in this type of market, based on the experiences of experts operating within it. Therefore, the research attempts to fill the gap in the literature as it reveals to what extent theoretical and practical methods of branding and brand strategies belong or are used in a commodity market, such as the energy market.

Keywords: Energy branding; Commodity branding; Brand management; Brand building (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-29966-7_1

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DOI: 10.1007/978-3-031-29966-7_1

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