Commodity Branding: A Qualitative Research Approach to Understanding Modern Energy Brands

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 dema nds 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 energymarket.