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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 liberalisation 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.
Sustainable energy branding has become one of the hottest topics in business. As climate change and market liberalisation—the greatest environmental and economic challenges of our times—are prompting the world's power companies to transform on a scale never seen before, the eyes of the world are firmly upon them. By introducing new business models, as well as new ways of generating power, energy-sector giants are aiming to dramatically cut harmful emissions over the next few decades. Crucial to the success of this transition is the support of energy consumers and political decision-makers, and this challenge should not be underestimated. Power companies are, therefore, developing new marketing and communication strategies around renewable energy, sustainable growth, co-operation with customers and environmental protection. Fridrik Larsen, the world’s foremost expert on energy branding, looks at the role of branding and marketing in the energy transition through a series of interviews with senior energy-sector executives. These compelling insights from industry leaders make this book a must-read for marketing and C-suite executives at energy companies who are wanting to communicate sustainable and renewable energy solutions effectively to make a difference.
In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
By taking corporate marketing concepts and applying it to countries, “nation branding” is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economics and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with this purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. The Handbook of Research on Future Policies and Strategies for Nation Branding discusses how exactly nation branding works to benefit the function and mission of these nations along with showing how nation branding can be used as a strategic asset for the redesign of economic, political, and social characteristics of a country. The chapters outline the given situation of nations and the nature and implications of the brand that is required, measure branding inference, and propose future steps for nation branding. This book is a critical reference source for brand managers, tourism professionals, marketers, advertisers, government officials, travel agencies, academicians, researchers, and students working in the fields of international relations, economics, social sciences, business studies, marketing, and entrepreneurship.
Design, Analysis and Applications of Renewable Energy Systems covers recent advancements in the study of renewable energy control systems by bringing together diverse scientific breakthroughs on the modeling, control and optimization of renewable energy systems as conveyed by leading energy systems engineering researchers. The book focuses on present novel solutions for many problems in the field, covering modeling, control theorems and the optimization techniques that will help solve many scientific issues for researchers. Multidisciplinary applications are also discussed, along with their fundamentals, modeling, analysis, design, realization and experimental results. This book fills the gaps between different interdisciplinary applications, ranging from mathematical concepts, modeling, and analysis, up to the realization and experimental work. Presents some of the latest innovative approaches to renewable energy systems from the point-of-view of dynamic modeling, system analysis, optimization, control and circuit design Focuses on advances related to optimization techniques for renewable energy and forecasting using machine learning methods Includes new circuits and systems, helping researchers solve many nonlinear problems
Conveniently organized and packed with robust technical content and clear explanations of key principles Written by an architect who is the director of sustainability at a global architecture firm, Net Zero Energy Design is a practical guide for architects and related construction professionals who want to design and build net zero energy commercial architecture. It offers no-nonsense strategies, step-by-step technical analysis, and valuable examples, in addition to developed case studies. With a focus on application in a variety of building types and scales, the book also develops a broad-based understanding of all the integrated principles involved in achieving net zero energy. This book is an indispensable resource for anyone venturing into net zero energy design, construction, and operation, and it also serves as an excellent resource on a variety of sustainable design topics. Important features include: Organization based upon the commercial building delivery process Robust technical content for use in actual project applications Analysis examples that demonstrate key technical principles Plenty of design data for use as a valuable design resource Abundant and sophisticated information graphics and color illustrations and photographs A distinct design focus on the content that inspires adoption of principles into projects
Wind Energy Systems is designed for undergraduate engineering courses, with a focus on multidisciplinary design of a wind energy system. The text covers basic wind power concepts and components - wind characteristics and modeling, rotor aerodynamics, lightweight flexible structures, wind farms, aerodynamics, wind turbine control, acoustics, energy storage, and economics. These topics are applied to produce a new conceptual wind energy design, showing the interplay of various design aspects in a complete system. An ongoing case study demonstrates the integration of various component topics, and MATLAB examples are included to show computerized design analysis procedures and techniques.
The limitation of fossil fuels has challenged scientists and engineers to search for alternative energy resources that can meet future energy demand. Renewable Energy System Design is a valuable reference focusing on engineering, design, and operating principles that engineers can follow in order to successfully design more robust and efficient renewable energy systems. Written by Dr. Ziyad Salameh, an expert with over thirty years of teaching, research, and design experience, Renewable Energy System Design provides readers with the "nuts and bolts" of photovoltaic, wind energy, and hybrid wind/PV systems. It explores renewable energy storage devices with an emphasis on batteries and fuel cells and emerging sustainable technologies like biomass, geothermal power, ocean thermal energy conversion, solar thermal, and satellite power. Renewable Energy System Design is a must-have resource that provides engineers and students with a comprehensive yet practical guide to the characteristics, principles of operation, and power potential of the most prevalent renewable energy systems. Explains and demonstrates design and operating principles for solar, wind, hybrid and emerging systems with diagrams and examples Utilizes case studies to help engineers anticipate and overcome common design challenges Explores renewable energy storage methods particularly batteries and fuel cells and emerging renewable technologies
Designed for anyone involved in the marketing of energy as a commodity, this comprehensive handbook is filled with the latest in energy marketing information. The major components of the Federal Energy Regulatory Commission's recent adoption of Orders 888 and 889 are highlighted.
More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.