Earcon
An aural icon; an auditory brand symbol, United Airlines' use of "Rhapsody in Blue" as a brand expression would be one example.
Earned Media
Earned media refers to the "buzz" or "viral" factor of a campaign garnered through paid or owned media. Earned media is created when customers respond well to a campaign and begin to promote the brand via word of mouth.
Eighty-twenty Rule
A general guideline that the eighty percent of the average product sold will be used by twenty percent of the customer base.
Emblems
Emblems are brand trademarks that use a shape that is directly connected to the name of the brand.
Emotional Branding
Aims at customers' feelings through sensory experiences in the effort to brand-build.
Endorsed Brand Architecture
A brand hierarchy that uses the parent brand to create a positive association with the sub-brand.
Evangelist
An advocate for a brand, whether paid or unpaid.
Exclusivity
When a party grants the sole rights to a particular product or function to another party.
Exit Traffic
When a visitor to a web site leaves by clicking on an advertisement.
Extension
A new service or product that leverages the brand equity of a related service or product.