The Branding of Green Energy: Creating Brand Equity for Green Energy Companies

Erik Anders Mattias Lagerstedt

Student thesis: Master thesis

Abstract

[Tags] Marketing, Branding, Communication, Energy Market, Green, Renewable, Consumer Behaviour. [Purpose] This study aimed to investigate how Swedish energy companies, that are exclusively offering renewable energy to consumers, can improve their branding and communication to create brand equity, with the purpose to increase consumer demand for the renewable energy product. [Method] The data collection for this study includes both qualitative and quantitative methods. The qualitative data sample consists of four in-depth interviews from different organisations in the Swedish energy market and additionally one conducted focus group of energy consumers. This was supplemented with a quantitative data sample from a smaller survey of Swedish energy consumer including a total of 90 respondents. [Theoretical Framework] Theories were chosen based on the collected data sample for analysing and understanding the data. This included theories related to marketing with a framework for achieving brand equity, level of involvement and product motivation for communication, and additionally theories regarding consumer behaviour. [Findings] The findings of this study suggest that energy companies, that exclusively offer renewable energy to consumers, have been insufficient in communicating the benefit of the product. Additionally, the findings suggests that an energy company cannot solely be differentiated by its renewable energy production and further could address different views on energy consumption. [Conclusion] To create brand equity, an energy brand with a focus on renewable energy needs to combine the benefit of its product with its future vision to explain what it wants to accomplish in relation to the consumer. Furthermore, the company would need to create strong, favourable and unique brand associations through different perspectives in relation to the customers’ consumption behaviour.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2016
Number of pages100