Faculty Directory

Kevin Lane Keller

E.B. Osborn Professor of Marketing





Personal Website



PhD, Duke University, 1986; MSIA, Carnegie Mellon University, 1980; AB, Cornell University, 1978

Areas of Expertise

Marketing management, branding, brand equity, and brand management; integrated marketing communications and advertising


Kevin Lane Keller is an international leader in the study of brands, branding, and strategic brand management, with research focused on improving marketing strategies through an understanding of consumer behavior. He has served as a consultant and advisor to marketers for some of the world’s most successful brands. He teaches the elective Strategic Brand Management.

Current Research Topics

  • Marketing Management: Planning, Programs, and Processes
  • Strategies and Tactics to Build, Measure, and Manage Brand Equity
  • Design, Implementation, and Evaluation of Integrated Marketing Communication Programs

Professional Activities

Academic positions

  • Tuck School of Business, 1998–present
  • Visiting Professor of Business Administration, Duke University, 1997–98
  • Professor of Marketing, University of North Carolina at Chapel Hill, 1995–97
  • Associate Professor of Marketing, 1990–95, Assistant Professor of Marketing, 1987–90, Stanford University
  • Assistant Professor of Marketing, University of California, Berkeley, 1986–87

Nonacademic positions

  • Marketing Consultant, Bank of America, 1980–82

Editorial positions

  • Editorial Boards: Asian Journal of Marketing, Journal of Brand Management, Market Leader, Journal of Sponsorship

Working Papers

  • With J. Edell, “Analyzing Media Interactions: The Effects of Coordinated TV-Print Advertising Campaigns”
  • With J. Parker, M. Schleicher, and D. Lehmann, “The Dynamic Effects of Brand Extension Sequences”
  • With T. Fan and P. Golder, “From Adolescence to Adulthood: Investigating Brand Preference Evolution During a Major Life Transition”
  • With K. Desai and W. Hoyer, “Abstract vs. Concrete Challenge Strategies in the Face of Competitive Entry of Extensions from Mega Brands”


  • Dissertation Awards: American Marketing Association (Honorable Mention, August 1986), American Psychological Association Division 23 (First Place, August 1986), Association for Consumer Research (Honorable Mention, October 1986), Marketing Science Institute (First Place, August 1984)
  • American Marketing Association Doctoral Consortium: Fellow 1984; Faculty 1988-1991, 1996, 1998, 2002-2005, 2007-2010, 2013-2014
  • Finalist, Best Paper in Journal of Consumer Research Award for 1986-1988
  • Runner-up, Marketing Science Institute Research Competition on Brand Equity (November 1989)
  • James and Doris McNamara Faculty Fellow for 1989-90
  • Outstanding Reviewer Award for Journal of Marketing Research for 1991-92
  • Fletcher Jones Faculty Scholar for 1992-93
  • 1994 Harold H. Maynard award for Journal of Marketing article in 1993 making the most significant contribution to marketing theory and thought
  • Paul J. Rizzo Faculty Fellow for 1995-97
  • Finalist, 1997 William F. O’Dell Award for Journal of Marketing Research
  • 2003 Sheth Foundation/Journal of Marketing Award recognizing articles published in the Journal of Marketing that have made lasting contributions to the discipline of marketing
  • 2005 ZIBS Distinguished Theory Award (from Zyman Institute of Brand Science (ZIBS) at Emory University's Goizueta Business School)
  • Two articles, "Consumer Evaluations of Brand Extensions" and "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" named by INFORMS Society for Marketing Science in March 2007 to its list of Top 20 marketing science papers written in the past 25 years that have most affected the practice of marketing science
  • 2009 Twenty-Five Year Consortium Fellow Research Excellence Award from American Marketing Association Foundation, 2009
  • 2010 Outstanding Author Contribution Award for "Building a Strong Business-to-Business Brand" published in Advances in Business Marketing and Purchasing as part of the Literati Network Awards for Excellence 2010

Selected Publications

  • With L. Sichol, Best Practice Cases in Branding, 4th ed., Pearson Prentice-Hall, 2014
  • With R. Sinclair, “A Case for Brands as Assets: Acquired and Internally Developed,” Journal of Brand Management, 21, June, 2014
  • With C. Dev, “Brand Revitalization,” Cornell Hospitality Quarterly, forthcoming, 2014
  • With B.M. Samuelson and L.E. Olsen, “The Multiple Roles of Fit Between Brand Alliance Partners in Alliance Attitude Formation,” Marketing Letters, forthcoming, 2014
  • “Brand Development Processes and Planning,” in Next Practices in Branding, eds. Gregory Metz Thomas and Rajendra K. Srivastava, Sage Publications, forthcoming, 2014
  • “Brand Revitalization,” in Next Practices in Branding, eds. Gregory Metz Thomas and Rajendra K. Srivastava, Sage Publications, forthcoming, 2014
  • Strategic Brand Management, 4th ed., Pearson Prentice-Hall, 2013
  • With S. Sood, “The Effects of Brand Name Structure on Brand Extension Evaluations and Parent Brand Dilution,” Journal of Marketing Research, June 2012
  • With P. Kotler, Marketing Management, 14th edition, Pearson Prentice-Hall, 2012
  • “Building Rich Brand Relationships: Research Dialogue on Brands As Intentional Agents,” Journal of Consumer Psychology, 2012
  • With S. Heckler, M. Houston, and J. Avery, "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims," Journal of Marketing Communications, forthcoming.
  • “Economic and Behavioral Perspectives on Brand Extension,” Marketing Science, 31, September-October, 2012