Power Branding

Overview

In her new book, Power Branding, Ann Chambers examines marketing and branding of electricity - what it is, how branding takes place, and what its benefits are for electric utilities, marketers, and even natural gas companies allied with the utilities. Ann documents industry leaders who have already taken the plunge and offers lessons drawn from their experiences. She also takes a look at other formerly regulated industriesairline, telephone, natural gas - and describes how their rebirth as free-market industries ...
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Overview

In her new book, Power Branding, Ann Chambers examines marketing and branding of electricity - what it is, how branding takes place, and what its benefits are for electric utilities, marketers, and even natural gas companies allied with the utilities. Ann documents industry leaders who have already taken the plunge and offers lessons drawn from their experiences. She also takes a look at other formerly regulated industriesairline, telephone, natural gas - and describes how their rebirth as free-market industries may affect the course of electric utilities.

"...examines marketing & branding of electricity, what it is how it's done, what benefits are for electric utilities, marketers & even natural gas companies allied with the utilities."

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Product Details

  • ISBN-13: 9780878147458
  • Publisher: PennWell Corporation
  • Publication date: 1/1/1998
  • Edition number: 1
  • Pages: 241
  • Product dimensions: 11.20 (w) x 9.20 (h) x 0.82 (d)

Table of Contents

Introduction
Pt. 1 Branding Basics 1
Ch. 1 Basics of Branding 3
Ch. 2 Brand Image 21
Ch. 3 Value-Added Services 35
Pt. 2 The Pioneers 55
Ch. 4 Southern Company 57
Ch. 5 Duke Energy 69
Ch. 6 UtiliCorp/EnergyOne/Aquila: Big and Broad 79
Ch. 7 Engage Energy 95
Ch. 8 Florida Power & Light Co. 103
Ch. 9 Enron 113
Pt. 3 The Market 129
Ch. 10 Convergence 131
Ch. 11 Lessons from the Natural Gas Industry 145
Ch. 12 Lessons from Other Industries 157
Ch. 13 Conclusion 167
Pt. 4 Resources 169
App. A Glossary of Branding, Marketing, and Btu Convergence 171
App. B Major Federal Legislation Affecting the Electric Power Industry 221
Index 225
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