Index_E

E

economic issues of strong brands, 32–35

EDS, 127

education. See training

Edwardson, Michael, 47–48

electronic communication, use of, 139

electronics/computer industry

Apple Computer, 35–39

Fry's Electronics, 37

Microsoft, 42

e-mail, 139

Emergence, 20

emotional /psychological issues

appreciating brand emotions (exercise), 198

brand identity feelings, 29–30

in choosing a brand, 26

connecting with heart and head, 138–139,140

emotional intelligence (EI), 131–132

links of brands to psychological/social benefits, 24–25

overlooking emotional benefits of brands, 30

positive feelings for brands, 184

empathy, 98–99, 100, 188

employees

attitudes of service representatives, 37–38

behavior of, related to brand promises, 6–7, 28

brand delivery by, 106

brand stories and, 31

commitment of, 109

communication issues (See communication)

customer interactions with, 108

customer knowledge by, 182–184

decision-making policies for, 121

emotional issues of, 131–132

engagement of, 111–112, 128, 133, 134, 138

equipping, 55

field trips for, 194

hiring approaches, 158–161, 175, 213–214

importance of, to brand loyalty, 57

knowledge of brand by, 71–72

loyalty, 34, 58

motivation of, 144

on- and off-brand behavior of, 154–155

Our Lucaya case study, 65–69, 78

of Pacific Southwest Airlines (PSA), 61–63

preparation for on-brand service, 41

recruitment of, 158–161, 213–214

roles of, in brand resonance, 136–138

selling brands to, 144

shifting behavior of, 110

showing advertising to, 218

training, 59–63, 67

treatment of, 80, 129

understanding of organizational brand

concept, 174

See also exercises; hiring approaches; human resources (HR); stretch (push and pull) strategy; training

employment branding, 171–173, 173–174

Employment Relations Authority, 127

empowerment and brand, 201–202, 215

enhancing brand ideas with customer service, 71

entertainment industry, 120–121

Envelop You, 68–69, 91–92

environment, work, 133–134

equalization of brands, 87

evaluation of customer service, 59–60

Ewing, Michael T., 171

examples

fast-moving consumer goods (FMCG), 44

generic customer service, 122–124

off-brand service/reinforcement, 46–47, 77, 112–113, 120–121, 122–124, 143, 144, 218

on-brand service/reinforcement, 60, 65–69, 79–80, 81, 89–91,186

relationship marketing (RM), 185–186

success, 89–91, 91–92

exercises

brand knowledge, 191–194

brand specificity, 195–198

on-brand, 217

overview of, 189–190

rewards/recognition, 212–213

types of brand, 169

See also managers

expectations, customer, 60

Experience Economy, The (Gilmore and Pine), 5–6

experiences, customers', 5–6

brands as, 23

delivering brands through, 43–45

delivering consistent, 9

experience needs, 204

language for enhancing, 207–208

sales, 183

themed, 88–89

See also consumers/customers

external branding, 166

external marketing, 143–144