Energy Branding

Harnessing Consumer Power

  • Friðrik Larsen

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Friðrik Larsen
    Pages 1-10
  3. Friðrik Larsen
    Pages 11-47
  4. Friðrik Larsen
    Pages 49-63
  5. Friðrik Larsen
    Pages 65-85
  6. Friðrik Larsen
    Pages 87-95
  7. Friðrik Larsen
    Pages 111-145
  8. Friðrik Larsen
    Pages 167-169
  9. Back Matter
    Pages 171-173

About this book


‘An in-depth examination of the modern energy consumer that represents a landmark step forward in energy branding and marketing.’

Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, USA

 ‘Fridrik offers a unique approach to create value for the utilities and their customers.’

Jim Rogers, retired CEO, Duke Energy

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 liberalization 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.


energy market marketing customer perspective international product branding

Authors and affiliations

  • Friðrik Larsen
    • 1
  1. 1.University of Iceland ReykjavikIceland

Bibliographic information