Conclusion: Conceptual Model of Branding in the Energy Markets

Fridrik Larsen

Chapter 5 in Commodity Branding, 2023, pp 131-135 from Springer

Abstract: Abstract In this chapter, the research is concluded with a summary of the subject of the book. The treatment of the seven themes in earlier chapters indicated that the experts incorporate different branding methods in their day-to-day work, but view branding holistically. These findings are recapitulated and merged into a conceptual model that can be used as a basis for understanding the foundations of branding strategies for energy companies. The conceptual model summarises the findings and combines the seven themes into a flowchart. What is revealed in the conceptual model is that branding, in the context of energy companies, has a greater purpose than providing companies with a competitive advantage. Branding contributes to a ‘social licence to operate’ by building trust between consumers and energy businesses.

Keywords: Brand trust; Brand relationship; Consumer brand; Energy brand; Commodity branding; Social licence; Brand building; Brand management (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_5

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

DOI: 10.1007/978-3-031-29966-7_5

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 ().