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• Preface
• Acknowledgements
• Contents
• List of Figures
• List of Tables
• 1 Introduction
• Abstract
• Practical Contribution
• Aims and Challenges
• Commodity Qualities
• Energy from the Perspective of Insiders and the Outsiders
• References
• 2 Branding and Related Research Fields
• Abstract
• Why Branding
• The Merits of Brands
• Why Companies Should Brand
• Why Consumers Prefer Brands
• The Brand and the Individual
• What Branding is About
• Definitions of Brands and Branding
• Furthering the Concept
• More Than a Name and a Logo
• Brand Is Perception
• What Branding Is Not
• Brand Image
• Evolution of the Concept
• Definition Of a Brand Image
• Dimensions and Measurements of Image
• Brand Associations
• A Changed Viewpoint of Image
• Image and Relationship
• Brand Heritage
• Differentiation
• Defining Differentiation
• Streams of Branding
• Consumer Branding and Industrial Branding
• Branding Industrial Products
• Differentiating an Industrial Product
• Product Branding and Corporate Branding
• Branding a Corporate Image
• Service Branding
• Electricity as a Service
• Commodity Branding
• Generic Commodity Branding
• Specific Commodity Branding
• Commodities Differentiated into Brands
• The Way Forward
• References
• 3 Overview of Liberalization
• Abstract
• History of Liberalization in the Electricity Sector
• Liberalization Effectiveness
• The Role of Privatization in Liberalization
• Implications
• References
• 4 Liberalization and Consumer Perception
• Abstract
• Higher Price
• Corruption
• Company Size
• Regulation Significance
• Monopolistic Conduct
• Perceived Powerlessness
• Implications of Found Constructs
• Addressing Consumers’ Concerns
• Theoretical Model
• References
• 5 Electric Marketing Myopia
• Abstract
• Marketing Professionalism in the Electricity Industry
• The European Experience
• Challenges to Building a Brand Within the Industry
• Constructs Related to Marketing Professionalism
• Passé Marketing and Political Intervention
• Monopolistic Attitude
• Lack of Strategy
• Archaic Management
• References
• 6 The Ingredients of an Energy Brand—Sources of Brand Value
• Abstract
• Differentiation
• Price
• Image
• Service
• Green Factors
• References
• 7 Green Energy Branding
• Abstract
• Recent Development in CSR and Sustainability’s Relationship to Branding
• Marketing Green Electricity
• Characterizing Green Electricity
• Unique Characteristics
• Defining Green Electricity
• Visual Effect
• Sustainability
• Information
• The Green Energy Consumer
• Marketing Considerations of Green Electricity
• Green Washing
• Branding Green Electricity
• Elements of Green Branding
• Differentiation
• Positioning
• Skepticism
• Consumers’ Motives
• Hindering Factors
• References
• 8 Green Electricity from a Consumer’s Perspective
• Abstract
• Impacting Constructs
• Defining Constructs
• Implications
• Country-Specific Attitudes Toward Green Energy
• Iceland
• Norway
• The Czech Republic
• Estonia
• Poland
• Summing up Key Factors
• References
• 9 Conclusion
• Abstract
• Index