| 书目名称 | Commodity Branding | | 副标题 | A Qualitative Resear | | 编辑 | Fridrik Larsen | | 视频video | http://file.papertrans.cn/231/230234/230234.mp4 | | 概述 | Explores the challenges and opportunities of branding energy.Offers a thorough literature review of the energy market.Reveals how and if theoretical and practical methods of branding belong are used i | | 图书封面 |  | | 描述 | 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. | | 出版日期 | Book 2023 | | 关键词 | industrial branding; renewables; marketing; customer relationships; sustainability | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-031-29966-7 | | isbn_softcover | 978-3-031-29968-1 | | isbn_ebook | 978-3-031-29966-7 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
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