Literature Review on Energy Branding and Related Fields

Fridrik Larsen

Chapter 2 in Commodity Branding, 2023, pp 7-27 from Springer

Abstract: Abstract This chapter introduces and examines the literature relevant to the topic of branding in the energy market. The first section centres on the energy market and the liberalisation that has occurred therein. The second section focuses on describing branding and brand management, and presenting branding in several sectors, especially in the energy sector. In the first section literature on the liberalisation of the energy market is summarised and the challenges and opportunities that have emerged following liberalisation are presented. In the second section, general and principal branding theories are presented such as literature on brand management, branding in different markets such as business-to-business (B2B), industrial markets, commodity markets, and service markets. To conclude, the limited literature on energy branding is introduced. This shines a light on the purpose of this research, that is, analysing the challenges and opportunities that experts operating in the energy industry face, for instance, in terms of differentiating commodities, handling increased competition, and meeting the demands of today’s consumers.

Keywords: Energy branding; Commodity branding; Industrial branding; B2B branding; Service branding; Energy liberation; Energy regulation; Energy market; Commodity market; Industrial market; Energy brands (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-29966-7_2

Ordering information: This item can be ordered from
http://www.springer.com/9783031299667

DOI: 10.1007/978-3-031-29966-7_2

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().