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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.
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
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.
Wind Energy Design by Thomas Corke,Robert Nelson Pdf
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.
Soulful Branding by Jerome Conlon,Moses Ma,Langdon Morris Pdf
Soulful Branding offers practical, expert guidance on how to achieve higher levels of business success. This is a powerful field guide for discovering and implementing more effective and innovative branding strategies through a new brand development toolset, philosophy and process. This book presents a business problem-solving framework, tied to new perspectives to positively influence product design, services, brands and companies looking for more sustainable and defensible differentiation. "This MUST READ book takes you on an inspirational journey to the foundations of what great brands do. Successful marketers must build brands that resonate deeply with their audiences. In these pages you'll find a practical yet thought-provoking guide to transformational brand management - how to create an iconic brand that radiates success and encourages customers to connect soulfully. I recommend it highly!" - Jack Canfield, Creator of the Chicken Soup for the Soul brand and winner of The World's Best Brands "Brand Laureate Signature Award" "This book is a deep dive into the psyche and gestalt of understanding who we are as unique makers, story tellers and sellers. In short, this book is a must read for anybody who wants to excel in business." - Tinker Hatfield, Senior VP Design Nike, Inc. "In today's new business environment if your brand does not have a soul it's dead ! Soulful Branding is visionary and lays out the future of branding for any business that plans to be relevant." - Deepak Chopra, Author, Soul of Leadership "Insightful and engaging, Soulful Branding provides rare glimpses into what makes strong brands really tick in both theory and practice. This book will help you build better brands." - Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, Author, Strategic Brand Management Soulful Branding reveals how you can employ a new set of tools to take your brand and company to the next level. Readers will learn how to foster a culture of brand innovation, and learn how to: * Detect and overcome business blindspots to solve difficult marketing problems * Strengthen and harmonize your internal company culture * Enhance your internal creative process for strengthening the brand About the Authors: Jerome Conlon is a leading brand and business development consultant, focused on helping companies and brands implement innovative, soulful and iconic branding strategies and plans. Moses Ma is a technology thought leader, an innovation consultant and manages a high-tech venture incubator. Langdon Morris is a leading innovation consultant, and focuses on helping organization implement the world's best innovation methods and tools to solve very complex problems.
Handbook of Research on Future Policies and Strategies for Nation Branding by Pistikou, Victoria,Masouras, Andreas,Komodromos, Marcos Pdf
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.
When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. In light of this, this book has two objectives. First, the author explores the challenges and opportunities that experts within the field face when deciding on strategic brand direction. The results indicate that practitioners in recently liberalised markets have met the emerging branding challenges, such as differentiating commodities, meeting new consumer demands, and building strong brands. Second, the book examines, from an expert-practitioner point of view, whether branding and building brands are activities relevant to this type of market. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market. Fridrik Larsen is an Associate Professor of marketing at the University of Iceland. He is a leading authority on branding within the energy space and the first individual to hold a PhD in energy branding. Larsen holds graduate degrees in finance, economics and psychology, and a postgraduate degree in marketing. He is the author of three books on energy branding, including Energy Branding (Palgrave Macmillan, 2017) and is a sought after public speaker and the founder of the international CHARGE conference.
Renewable Energy System Design by Ziyad Salameh Pdf
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
Architecture is increasingly understood as a field of practice that is inextricably embedded in ecologies and energy systems, and yet embodied energy-the various forms of energy required to ex- tract raw matter, to produce and transport building materials, and to assemble a given building- remains largely under-explored in its ramifications for both design and environment. As operational energy has declined as a proportion of buildings' total energy consumption, embodied energy has become an essential site for further speculation and innovation. 'Embodied Energy and Design: Making Architecture between Metrics and Narratives' asks questions about the varying scales, methods of analysis, and opportunities through which we might reconsider the making of architecture in the context of global flows of energy and resources. 120 illustrations
Energy Marketing Handbook by Denise Warkentin,Denise Warkentin-Glenn Pdf
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.
Architecture is energy. Lines drawn on paper to represent architectural intentions also imply decades and sometimes centuries of associated energy and material flows. Form Follows Energy is about the relationship between energy and the form of our built environment. It examines the optimisation of energy flows in building and urban design and the implications for form and configuration. It speaks to both architectural and engineering audiences and offers for the first time a truly interdisciplinary overview on the subject, explaining the complex relationships between energy and architecture in an easy to follow manner and using simple diagrams to show how energy design strategies can be used to maximize the energy performance of our built environment, while at the same time leading to new aesthetic qualities and radically new forms in architecture and urban design. Case studies are used to illustrate the theory. The books philosophy is based on the guiding principles underlying nearly 30 years work in practice, research and teaching. It is relatively easy to make something simple seem complicated. To make a complex topic seem simple and easily understandable is far more of a challenge and this is the aim of this book.
Wind Energy Design by Thomas Corke,Robert Nelson Pdf
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.
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
Precedents in Zero-Energy Design by Michael Zaretsky Pdf
‘Michael Zaretsky’s Precedents in Zero-Energy Design is such an important book ... it will help readers recognize that design comes before technology – and renewable energy systems alone can’t solve the problems we face’ – John D. Quale, Assistant Professor of Architecture and ecoMOD Project Director, University of Virginia The world is currently facing an environmental crisis and as anyone interested in sustainable or zero-energy design knows the design and building industries have the potential to significantly reduce greenhouse gas emissions across the globe. The Solar Decathlon is an international event in which universities from around the world compete in the design and construction of a one-bedroom, zero-energy house. This book provides an in-depth, yet accessible analysis of the architecture and passive design strategies of the houses in the 2007 Solar Decathlon. These houses are the result of thousands of hours of research and development from twenty universities around the world. Divided into three parts, the book provides: an initial section investigating the architecture, passive design and systems layout of the twenty houses; a diagrammatic comparison of the architecture and passive design characteristics of each of the twenty houses in order of ranking by the Architecture, Comfort Zone and overall scores received in the competition; a deep analysis of the relationship between architecture, passive design and mechanical systems design as compared to the rankings received in the various contests. This analysis considers the decisions made by the competing teams and highlights the success of the design strategies employed. Students, educators, practitioners and researchers of architecture, design and engineering will find this an informative and inspirational book. It examines the relationship between design and environmental principles and provides invaluable insight into some of the most innovative, off-the-grid and zero-energy houses in the world. With a Foreword by John D. Quale, Assistant Professor of Architecture and ecoMOD Project Director, University of Virginia