Demonstrating the potential of building strong brands in the energy
sector, this book explores the challenges of shifting the perception of
energy from a commodity business into a consumer brand. Energy suppliers
are increasingly being met with skepticism, indicating the need for a
greater focus on marketing and branding in the energy industry. The
author examines both perspectives of energy as a commodity business and
a consumer brand, as well as the perception of energy consumers across
Europe. Topics discussed include green energy, the liberalisation of the
electricity industry, and the relationship between consumers and
executives in the energy market. One of the first of its kind, this book
offers a unique and innovative study of the development of branding in
the energy industry, and sheds light on future marketing strategies.