Faculty Directory

Kevin Lane Keller

E.B. Osborn Professor of Marketing



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

AREAS OF EXPERTISEMarketing management, branding, brand equity, and brand management; integrated marketing communications and advertising

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

Selected Publications

  • Kevin Lane Keller and Lowey Sichol (2014), Best Practice Cases in Branding, 4th ed., Upper Saddle River, NJ: Pearson Prentice-Hall.
  • Roger Sinclair and Kevin Lane Keller (2014), “A Case for Brands as Assets: Acquired and Internally Developed,” Journal of Brand Management, 21 (June), pp. 286-302.
  • Chekitan Dev and Kevin Lane Keller (2014), “Brand Revitalization,” Cornell Hospitality Quarterly, forthcoming.
  • Bendik Meling Samuelson, Lars Erling Olsen, and Kevin Lane Keller (2014), “The Multiple Roles of Fit Between Brand Alliance Partners in Alliance Attitude Formation,” Marketing Letters, forthcoming.
  • Kevin Lane Keller (2014), “Brand Development Processes and Planning,” in Next Practices in Branding, eds. Gregory Metz Thomas and Rajendra K. Srivastava, (New Delhi, India: Sage Publications), forthcoming.
  • Kevin Lane Keller (2014), “Brand Revitalization,” in Next Practices in Branding, eds. Gregory Metz Thomas and Rajendra K. Srivastava, (New Delhi, India: Sage Publications), forthcoming.
  • Kevin Lane Keller (2014), Forward to “Consumer Brand Relationships” special issue of the Journal of Brand Management, 21 (June/July 2014), p.365.
  • Kevin Lane Keller (2014), Forward to Strong Brands, Strong Relationships, eds. Susan Fournier, Michael Breazeale, and Jill Avery.
  • Kevin Lane Keller (2014), “Six Scholarly Insights on Branding,” AMA Journal Reader, October 2014.
  • Kevin Lane Keller (2014), “Developing and Implementing Brand Architecture Strategies,” Journal of Brand Management, forthcoming.
  • Roger Sinclair and Kevin Lane Keller (2014), “The Case of the Vanishing Assets,” CFO, September 11, 2014.
  • Kevin Lane Keller (2015), Forward to Handbook of Brand Management Scales 2015, Lia Zarantonello and Véronique Pawels, Routledge Publishing.
  • Philip Kotler and Kevin Lane Keller (2016), Marketing Management, 15th edition, Upper Saddle River, NJ: Pearson Prentice-Hall.
  • Barry Bayus, Tim Oliver Brexendorf, and Kevin Lane Keller (2016), “Understanding the Interplay Between Brand and Innovation Management: Findings and Future Research,” Journal of the Academy of Marketing Science, forthcoming.

Working Papers

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


  • 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

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 Boards

  • Journal of Consumer Research (1994-2002)
  • Journal of Marketing Research (1992-2002)
  • Journal of Marketing (1993-2002, 2008-)
  • Journal of Brand Management (1995-)
  • Asian Journal of Marketing (1999-)
  • Market Leader (2003-)
  • Journal of Sponsorship (2007-)

AdHoc Reviewer

  • Marketing Science
  • Journal of Consumer Psychology
  • Sloan Management Review
  • California Management Review
  • Corporate Reputation Review
  • Harvard Business Review

Annual Reviewer

  • Association for Consumer Research Conference (1987-)
  • American Marketing Association Educators' Conference (1988-)
  • American Marketing Association Doctoral Dissertation Competition (1992-)
  • Marketing Science Institute Doctoral Dissertation Competition (1991-)

Research & Teaching

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.