What’s the role of brand identity in creating value of the electricity sector? A dynamic model-based analysis

Abstract

The rapid growth of the renewable energy market has provoked pressing challenges because of the significant financial resources required, highlighting the need for marketing of the electricity sector. The role of brand identity influences customer image that affects demand changes and financial resources used by SMEs in the electricity sector. This paper presents a dynamic model-based analysis to better understand the role of brand identity in creating value in SMEs. Simulation results show that high customer value perception aligns the electricity utility industry to create more value.