Fridirik Larsen
Dr. Fridrik Larsen, Professor of Marketing and Branding at the University of Iceland
A leading authority on branding within the energy sector in Europe, he is the first individual to hold a PhD in energy branding and has published several internationally recognized academic papers on the subject. He is the author of best-selling books on energy branding, including Energy Branding: Harnessing Consumer Power (2017), Commodity Branding: A Qualitative Research Approach to Understanding Modern Energy Brands (2023), and Sustainable Energy Branding: Helping to Save the Planet (2023). His work also includes specialized branding reports such as World’s Best Energy Brands.
As the founder of CHARGE, the world’s first energy branding conference, he has created a global platform where the best energy brands are recognized and awarded each year. He also founded LarsEn Energy Branding, a consultancy dedicated exclusively to branding within the energy space, and brandr Global, a startup valued at over €10 million that promotes a unique research tool designed to assess brand health.
Recognized as an influencer within the energy sector, he is a sought-after speaker at international events and conferences. His academic background includes graduate and undergraduate degrees in finance, economics, psychology, marketing, and branding.
Why universities need to measure the immeasurable their brands
We can confidently say that a company’s brand is its most valuable intangible asset. This is also true for institutions, including universities. Despite this, many organisations overlook its importance in favour of other key performance indicators. This presentation will introduce a new method for measuring brand positioning, which is essential for understanding an organisation’s brand strength and its relevance to stakeholders. Additionally, we will share some successful case studies.
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