Titlebook: Energy Branding; Harnessing Consumer Friðrik Larsen Book 2017 The Editor(s) (if applicable) and The Author(s) 2017 energy market.marketing

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https://doi.org/10.1007/978-3-658-16604-5xperiences with different sources of energy. This was revealed in the consumer research conducted in order to understand how energy consumers in the countries studied define and understand green electricity and sustainability. In some countries, nuclear energy was considered green while it was not i

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https://doi.org/10.1007/978-1-4615-0839-7oints of differentiation that energy retailers could benefit from. Energy retailers can find differentiation points in price, image, service and origin of their energy offerings. Under each differentiation point, the finer elements of the energy brand were identified that could help drive increased brand value for a market-oriented power retailer.

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,The Ingredients of an Energy Brand—Sources of Brand Value,oints of differentiation that energy retailers could benefit from. Energy retailers can find differentiation points in price, image, service and origin of their energy offerings. Under each differentiation point, the finer elements of the energy brand were identified that could help drive increased brand value for a market-oriented power retailer.

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Liberalization and Consumer Perception,carried out in countries across Europe—the Czech Republic, Estonia, Iceland, Norway and Poland—which are all at different stages of the liberalization process. Six constructs that can have an impact on how consumers perceive energy utilities and their service offerings were identified.

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