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Kevin Lane Keller, E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth, is a renown expert in branding. In the MBA and Executuve Education programs, he teaches "Strategic Brand Management."
Prior to coming to Tuck, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on faculty at the University of California, Berkeley and the University of North Carolina, Chapel Hill. He has been a visiting professor at Duke University and the Australian Graduate School of Management.
Professor Keller's general area of expertise lies in branding, brand equity, and brand management; integrated marketing communications and advertising. His specific research topics include; strategies and tactics to build, measure, and manage brand equity; design, implementation, and evaluation of integrated marketing communication programs. His advertising and branding research has been published in three of the major marketing journals-Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research. With over thirty published papers, his research has been widely cited and has received numerous awards.
Professor Keller is acknowledged as one of the international leaders in the study of integrated marketing communications and strategic brand management. Actively involved with industry, he has helped to define global branding guidelines for Starbucks; to clarify brand essence and vision for Disney and Betty Crocker; to devise a global brand equity measurement system for Levi-Strauss; to develop a new brand equity model for Grey Advertising; to develop a brand tracking system for AC Nielsen; to model brand investment decisions for Intel; to clarify brand portfolio guidelines for Goodyear; and to create a corporate brand communication program for Shell Oil. Additional brand consulting activities have been with other top companies such as Andersen Consulting, Beiersdorf (Nivea), Nordstrom, Kodak, Procter & Gamble, General Mills, MTV, Silicon Graphics, Unilever, the Mayo Clinic, and the New York Knicks. He has served on Ford's Marketing Competency Board and is Senior Marketing Consultant for InterSurvey. A popular speaker, he has conducted branding seminars to top executives in a variety of forums.
Professor Keller is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. His textbook, Strategic Brand Management (Prentice-Hall 1997) has been called a “rare success at combining practical advice and real substance” and “an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights” by leading academic and industry experts.
Professor Keller received his B.A. in Mathematics and Economics from Cornell University, his M.S.I.A. from Carnegie-Mellon University's Graduate School of Industrial Administration, and his Ph.D. in Marketing from Duke University's Fuqua School of Business.
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