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portada Commodity Branding
Type
Physical Book
Publisher
Author
Year
2023
Language
English
Pages
166
Format
Paperback
Dimensions
21x14.8 cm
ISBN13
9783031299674

Commodity Branding

Fridrik Larsen (Author) · Springer Nature B.V. · Paperback

Commodity Branding - Fridrik Larsen

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Synopsis "Commodity Branding"

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.

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