Strategic Brand Management, Fourth Edition

E

• Earned media, 211

• Economic downturn, 26, 27

• Economic profit, 347

• Economies of scale, 486

• Ego needs, 64

• Emotional branding, 90–92

• Emotional modifier, 68

• Empirical generalizations, 226–227

• Engaged customers, 94, 96, 396

• Engagement, 93

• Entertainment industries, 18–19

• Entertainment licensing, 249

• Entity theorists, 440

• Environmentally concerned corporate image association, 385

• Equalization price, 342

• Equity Engine, 323–324

• Erdem, Tülin, 342

• Erickson, Gary, 151

• ESPN, 214, 371

• Essential Action, 44

• Ethnography, 298

• Event marketing and sponsorships, 211–216

  • choosing opportunities, 213

  • designing programs, 213

  • guidelines for, 213

  • measuring activities, 215–216

  • rationale for, 212–213

  • sponsored events, 254–255, 258–260

• Eveready, 130

• Everyday low pricing (EDLP), ...