German steel, French wine and Swiss clocks. Who will own electricity?
Cases and examples of how individual countries have managed to use innovative approaches to add an energy dimension to their image for branding purposes. Countless studies have shown that a country’s particular image significantly affects purchase decisions. For example, “Made in” Sweden or Japan can greatly enhance brand equity. But how can countries come energy brands? What are the prerequisites, methods and benefits of branding countries based on their energy profile.