Kevin Lane Keller

E.B. Osborn Professor of Marketing

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Professor Kevin Lane Keller teaches MBA courses on marketing management and strategic brand management at Tuck, and leads executive education sessions on those topics. He has degrees from Cornell University, Carnegie-Mellon University, and Duke University.

Professor Keller is acknowledged as one of the international leaders in the study of brands, branding, and strategic brand management. Actively involved with industry, he has worked on a host of different types of branding projects. He has served as a consultant and advisor to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, L.L. Bean, Mayo Clinic, Procter & Gamble, and Samsung.

Additional brand consulting activities have involved multiple projects with other top companies such as Allstate, Beiersdorf (Nivea), BlueCross BlueShield, Campbell’s, Eli Lilly, ExxonMobil, General Mills, GfK, Goodyear, Google, Intuit, Johnson & Johnson, Kodak, Nordstrom, Red Hat, Shell Oil, Starbucks, Unilever, and Young & Rubicam. He has also served as an academic trustee for the Marketing Science Institute and is serving as their Executive Director from 2013 to 2015.

A popular and highly sought-after speaker, Professor Keller has made speeches and conducted marketing seminars for top executives in a variety of forums. Some of his senior management and marketing training clients have included such diverse businessorganizations as Cisco, Coca-Cola, Deutsche Telekom, General Electric, Google, IBM, Macy’s, Microsoft, Nestle, Novartis, PepsiCo, and Wyeth.

He has lectured all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, from Sao Paulo to Mumbai. He has served as keynote speaker at conferences with hundreds or even thousands of participants.

Professor Keller is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. His textbook on those subjects Strategic Brand Management, in its fourth edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” He is also the coauthor with Philip Kotler of the all-time best selling introductory marketing textbook Marketing Management, now in its 14th edition.

Prior to joining the faculty at Tuck, Professor Keller was on the faculty at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill, been a visiting professor at Duke University and the Australian Graduate School of Management, and has two years of industry experience as Marketing Consultant for Bank of America.

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Brand & Reputation

To create the most brand equity, companies need to create a meaningful, intense, and active relationship between the brand and consumers. If customers really love the brand, they don't just buy it. They go to a website to learn about it. They talk to people about it. They are more likely to read something about it. Anything that gets them more involved in the brand creates a deeper level of connection.

– Kevin Lane Keller