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Literature Review on Energy Branding and Related Fields

In: Commodity Branding

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  • Fridrik Larsen

Abstract

This chapter introduces and examines the literature relevant to the topic of branding in the energy market. The first section centres on the energy market and the liberalisation that has occurred therein. The second section focuses on describing branding and brand management, and presenting branding in several sectors, especially in the energy sector. In the first section literature on the liberalisation of the energy market is summarised and the challenges and opportunities that have emerged following liberalisation are presented. In the second section, general and principal branding theories are presented such as literature on brand management, branding in different markets such as business-to-business (B2B), industrial markets, commodity markets, and service markets. To conclude, the limited literature on energy branding is introduced. This shines a light on the purpose of this research, that is, analysing the challenges and opportunities that experts operating in the energy industry face, for instance, in terms of differentiating commodities, handling increased competition, and meeting the demands of today’s consumers.

Suggested Citation

  • Fridrik Larsen, 2023. "Literature Review on Energy Branding and Related Fields," Springer Books, in: Commodity Branding, chapter 2, pages 7-27, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-29966-7_2
    DOI: 10.1007/978-3-031-29966-7_2
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