Marketing Strategy from the Masters (Collection)

6. Creating and Maintaining a Desired Brand Identity

“Energy efficiency has finally come of age. Today, with energy prices at an all-time high, and the era of cheap energy most likely over, consumers and businesses are increasingly investing in energy efficiency for a variety of benefits: to save energy, save money, help the environment, provide a better future for their families, and reflect commitment to social responsibility. ENERGY STAR^® has succeeded as a brand because of our common sense approach to promoting better, more efficient technologies and practices, and because we’ve been able to translate the value of these practices to consumers and industry. Building awareness and demand did not happen overnight. It took patient, steady work ...