Distributed Ledgers & Brands of Renewable Energy Companies Brand Equity: A Case Study off Socio-technological Transitions in the U.S Renewable Energy

Adrian A. Bramham

Student thesis: Master thesis

Abstract

Distributed ledger technology ushered in a decentralization revolution in many industries including finance, logistics, healthcare and data-security. The U.S Energy market regulators have a positive attitude towards working with blockchains specifically as a solution to multiple problems with the existing systems in the market. The purpose of this thesis is to uncover advantages linked to blockchain that could be of use for marketers and brand managers. The systematical review of the basic technical aspects of distributed ledger technology provides insight vital basic knowledge to researchers who study components of brand equity. The objective of the research is to increase the academic knowledge relevant for stake holding brands in the renewable energy sector to understand the implications decentralization brings for brands. Qualitative expert interviews were used as primary data. Triangulation of experts operating in production, development, and consumption sectors of the sustainability field were selected. Large scale greenwashing by corporations was substantiated by primary data, exposing the misuse of government initiatives intended to fund development of smaller green energy production. The phenomena of socio-technological transitions are occurring in the renewable energy sector, public sector organizations are open to funding technological innovations based on distributed ledger solutions, opening the opportunity for brands to take advantage of cocreation given external funding. Findings indicate that organizational culture could be influenced by the personality traits possessed by top management the culture component could be influencing the initiation of cocreative processes and adopting new technology. It is still unclear whether legislation would be an obstacle for distributed ledger adoption, while it is clear that the level of scrutiny depends on the nature and scale of the blockchain initiative. We know that socio-technological transformations can be dismissed or validated through the ongoing selection process. The benefits of distributed ledgers for brands reinforcing their green image or implementing green marketing communications can be identified and corroborated by the case study of the U.S renewable energy market.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2021
Number of pages68
SupervisorsSönnich Sönnichsen