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Conclusion: Conceptual Model of Branding in the Energy Markets

In: Commodity Branding

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  • Fridrik Larsen

Abstract

In this chapter, the research is concluded with a summary of the subject of the book. The treatment of the seven themes in earlier chapters indicated that the experts incorporate different branding methods in their day-to-day work, but view branding holistically. These findings are recapitulated and merged into a conceptual model that can be used as a basis for understanding the foundations of branding strategies for energy companies. The conceptual model summarises the findings and combines the seven themes into a flowchart. What is revealed in the conceptual model is that branding, in the context of energy companies, has a greater purpose than providing companies with a competitive advantage. Branding contributes to a ‘social licence to operate’ by building trust between consumers and energy businesses.

Suggested Citation

  • Fridrik Larsen, 2023. "Conclusion: Conceptual Model of Branding in the Energy Markets," Springer Books, in: Commodity Branding, chapter 5, pages 131-135, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-29966-7_5
    DOI: 10.1007/978-3-031-29966-7_5
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