CHARGE Academic

Call for abstracts

You can contribute to the symposium on branding, marketing and communication in the energy space

About CHARGE Academic

CHARGE Energy Branding and the University of Iceland, School of Business invite you to submit abstracts for presentation at our 2020 CHARGE Academic symposium.

Abstracts will be peer reviewed and presented on the 29th of September 2020 in Reykjavík, Iceland. Acceptance will be based on content and available space. Those who get accepted abstracts gain full access to the CHARGE Conference. 

You are welcome to submit abstracts on the topics of energy, strategy, sustainability, green power, renewables and innovation from the perspective of behavioral economics, marketing management, branding, psychology, communication or human resource management. Accepted abstracts for presentation will gain full access to the conference taking place in Reykjavík on 28th and 29th of September 2020.

CHARGE will be held for the 5th time in Reykjavík in September 2020. The event is a global knowledge hub for CEO’s, practitioners, professionals and academics within the energy sector. 

It has brought together professionals from the energy sector and marketing experts to pool knowledge on some of the most pressing issues of our times. Professionals at CHARGE have been joined by ground-breaking scholars such as Dr. Kevin Lane Keller. 

To further strengthen the academic voice, CHARGE Academic symposium will place an emphasis on current research and scientific knowledge that aligns with applied knowledge in the global energy sector. The proceedings of the symposium will be published afterwards (ISBN 978-9935-24-674-5).

You can become part of the global CHARGE community and contribute your knowledge to the only annual symposium on branding and communication in the energy space. CHARGE is an event that brings together people in and around the energy space to discuss and share knowledge and ideas on branding, communication and marketing in relation to strategy, sustainability, renewables and innovation

Topics and themes

We are looking at the development of the energy sector and the many changes and challenges it faces.

We further focus on the energy transition, a term that can relate to deregulation, new entrants, changing consumer behaviour, the effect of indirect competition and the transition from traditional generation to renewable energy sources.

We are flexible on exact topics if we can logically fit them under the heading of CHARGE. The topics below give an idea of the scope of the conference and do not exclude other topics that might fit the theme.

We will, however, particularly welcome papers that focus on how financial performance is affected by strategic brand management, sustainable positioning and effective communication.

Brands sustainability and the bottom line

  • Linking the brand to sustainability and financial capability
  • Brand management and investor relations management
  • How to communicate materiality in the sustainability performance

Consumer and energy

  • Consumer engagement in the energy transition
  • Green energy marketing
  • Energy consumption behaviour
  • Changed consumer behaviour
  • Sustainable consumption and consumers' wellbeing
  • Green buildings

Image of the sector

  • The internal brand of energy companies
  • Branding and marketing of the energy industry
  • Image of different energy sources
  • Reputation management issues of the energy sector

Marketing Management

  • Marketing orientation in the energy sector
  • Marketing fossil fuels in a changing world
  • Sustainable marketing
  • Branding of innovation and start-ups in the energy sector
  • Integrated marketing for sustainable start-ups
  • The smart / green city

Submission procedure

Authors are invited to submit their abstract in English, in a PDF file, no later than July 15th 2020. 

Authors will receive an email within 48 hours confirming the receipt of their submission. The symposium program will be available around the 20th of September, shortly after the Symposium registration is closed.

The submission must include:

  • A clear and concise abstract of no more than 500 words in English
  • A title and list of authors using their full names
  • Institution affiliations for each author
  • Disclosure of any conflicts of interest
  • Design, methodology or approach
  • Purpose of research
  • Keywords
  • Findings

Our Symposium aims at promoting collaborative research initiatives and experiences between colleagues. We encourage you to be a part of the symposium and join the global energy branding community at the fourth CHARGE Energy Branding Conference.

July 15, 2020

Submission deadline for abstract

August 15, 2020

Notifications of acceptance

September 15, 2020

Registration deadline

Sep 28-29, 2020

Conference & Symposium

Symposium Chair & Advisory Board

Dr. Fridrik Larsen

Dr. Fridrik Larsen

Co-chair

A pioneer of energy branding. Dr. Fridrik Larsen was the first person in the world to present a PhD. dissertation with a focus on energy branding. Fridrik is the CEO of LarsEn Energy Branding, a consultancy working exclusively on branding for companies within the energy space.

Dr. Svala Guðmundsóttir

Dr. Svala Guðmundsóttir

Co-chair

Dr. Svala Guðmundsdóttir is a Assoc. Prof. Chairman for the Research Business Institute at the University of Iceland

Dr. Kevin Lane Keller

Dr. Kevin Lane Keller

Advisory board

Dr. Kevin Lane Keller is an internationally renowned scholar and a consultant in the field of branding. Author of the textbook Strategic Brand Management, sometimes heralded as “the bible of branding”. He is a professor of Marketing at the Tuck School of Business at Dartmouth College

Dr. Brynhildur Davíðsdóttir

Dr. Brynhildur Davíðsdóttir

Advisory board

Dr. Davíðsdóttir is a Professor of Environment and Natural Resources at University of Iceland. She also is the director of UoI Arctic Initiative, academic director of the Environment and Natural Resources graduate programme at UOI and sits on the board of UOI Institute of Economic Studies.

Dr. Birgitta Schwartz

Dr. Birgitta Schwartz

Advisory board

Dr. Birgitta Schwartz is an associate professor in Business administration at Stockholm University, Sweden. Her research is about companies’ actions and strategies regarding sustainable development issues as environmental and social responsibility and how companies interplay with other organizations.

Dr. Pramod Paliwal

Dr. Pramod Paliwal

Advisory board

With 26 years of corporate and academic experience in practice, research and teaching of Marketing and Branding. He is also associated with international crowdsourcing consulting firm Wikistrat as a Senior Analyst in the area of Energy.

Dr. Slawomir Smycek

Dr. Slawomir Smycek

Advisory board

Dr. Slawomir Smycek is a professor at the University of Economics in Katowice

Participation cost

Cost of presenting at the symposium: € 990.

Note that the full price for professional delegates is € 1660. All the activities at CHARGE are included in the academic fee including full access to the CHARGE, lunch/coffees during the conference proceedings on both conference days, gala dinner, excursions, cocktails etc. 

Special prices on accommodation via a block reservation at selected hotels.

Symposium organisers

CHARGE and the University of Iceland, School of Business, present to you the CHARGE Academic symposium. The aim is to promote collaborative resaerch initiatives and experiences between collegues working in and around energy.

CHARGE Energy Branding Logo
university iceland logo | CHARGE Energy Conference
Harpa Conference hall. The venue for CHARGE Academic

Symposium venue

Harpa Culture and Conference centre

Harpa Culture and Conference centre is a modern venue both in terms of architecture and on-site facilities. It is located at the centre of downtown Reykjavík.