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| EARCON: |
| EARCON: an auditory brand symbol, such as United Airlines' use of "Rhapsody in Blue" as a brand expression; an aural icon. (ex. Dell's - "dan DAN dan DAAA") |
| ELEVATOR PITCH: |
| a one-sentence version of a brand's purpose or market position, short enough to convey during a brief elevator ride. |
| EMERGENT ATTRIBUTE: |
| a feature, benefit, quality, or experience that arises from the brands, as opposed to the core product or service; an example is the friendliness of Google. |
| EMOTIONAL BRANDING: |
| brand-building efforts that aim at customers' feelings through sensory experiences. |
| ENDORSER BRAND: |
| a brand that promises satisfaction on behalf of a sub-brand or co-brand, usually in a secondary position to the brand being endorsed. |
| ENVISIONED FUTURE: |
| a 10- to 30-year BHAG with vivid descriptions of what it will be like to reach the goal. |
| ETHNOGRAPHY: |
| the study of people in their natural settings; research to discover needs and desires that can be met with brand innovations. |
| EXPERIENCE DESIGN: |
| a focus on shaping the experience of a customer or user, rather than on the artifacts themselves; the design of interactive media. |
| EXTENDED IDENTITY: |
| the elements that extend the core identity of a company or brand, organized into groupings such as brand personality, symbols and positioning. |
| EXTENSION: |
| a new product or service that leverages the brand equity of a related product or service. |
| EVANGELIST: |
| a brand advocate, whether paid or unpaid. |
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