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 on 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 understand better the role of brand identity in creating value in SMEs. The simulation model aims to assess alternative strategies of brand identity to support SMEs in the electricity sector to promote efficiently value creation. Simulation results show that the high customer value perception allows aligning the electricity utility industry to create more value. This dynamic perspective presents a new point of view that contributes to managers and policymakers in analysing the relationships of stakeholders. Thus, the paper will give some insights on the design of an alternative business model based on non-conventional renewable energy.