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

  • Strategies and tactics to buil measure, and manage brand equity
  • Design, implementation, and evaluation of integrated marketing communication programs

Selected Publications

  • With D. Lehmann and J. Farley, "The Structure of Survey-Based Brand Metrics," in Branding in the Global Marketplace, special issue of Journal of International Marketing, forthcoming
  • With S. Hoeffler and P. Bloom, "Achieving Social Change through Corporate Societal Marketing: Incorporating a Consumer Orientation into CSR Programs," Journal of Public Policy & Management, forthcoming
  • "Global Branding," in Wiley International Encyclopedia of Marketing, Vol. 1, International Marketing, John Wiley & Sons Ltd., forthcoming
  • With D. Lehmann, "Assessing Brand Potential," in special issue Brand Value and Valuation of Journal of Brand Management, 17(1), 2009
  • With F.E. Webster Jr., "Hitting the Branding Sweetspot: Achieving Marketing Balance by Reconciling Marketing Trade-offs," Marketing Management, 18 (July/August), 2009
  • "Challenges to Branding: Five Secrets to Brand Success," Market Leader, Quarter 2, 2009
  • "Building Strong Brands in a Modern Marketing Communications Environment," in The Integration of Integrated Marketing Communication: IMC in a Changing Landscape, special issue of Journal of Marketing Communications, 15 (April-July), 2009
  • "Building A Strong Business-to-Business Brand," in "Business-to-Business Brand Management: Theory, Research, and Executive Case Study Exercises" in Advances in Business Marketing & Purchasing series, 15, Emerald Group Publishers, 2009
  • With P. Kotler, Marketing Management, 13th edition, Prentice-Hall, 2009
  • Strategic Brand Management, third edition, Prentice-Hall, 2008


  • Two articles in Top 20 papers that most affected practice of marketing science in past 25 years, INFORMS Society for Marketing Science, March 2007
  • Sheth Foundation/Journal of Marketing Award, 2003
  • Harold H. Maynard Award, Journal of Marketing, 1993
  • Dissertation Awards, 1986: American Marketing Association, American Psychological Association Division 23, Association for Consumer Research, Marketing Science Institute

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 Board, Asian Journal of Marketing, Journal of Brand Management, Market Leader, Journal of Sponsorship

Research & Teaching Summary

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.