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


Strategic Brand Management


Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College.  Keller's academic resume includes degrees from Cornell, Duke, and Carnegie-Mellon universities and faculty positions at Berkeley, Stanford, and UNC.  Through the years, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Nike, Procter & Gamble, and Samsung.  With over 120 published papers, he is also one of the most heavily cited of all marketing academics.  His textbook, Strategic Brand Management, co-authored with Vanitha Swaminathan, in its 5th 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 co-author with Philip Kotler and Alex Chernev of the all-time best selling introductory MBA marketing textbook, Marketing Management, now in its 16th edition.

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
  • Senior Associate Dean of Marketing and Communications, Tuck School of Business, 2020–22
  • 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: Journal of Consumer Research (1994-2002), Journal of Marketing Research (1992-2002), Journal of Marketing (1993-2002, 2008-2010), Journal of Sponsorship (2007-2010), Journal of Brand Management (1995-), Asian Journal of Marketing (1999-)
  • Special Guest Editor: International Journal of Research in Marketing Special Issue on “Branding in a Digitally-Empowering World” (2016) and Journal of the Academy of Marketing Science, Special Issue on “Brand and Innovation Interdependency” (2015)

  • Area Editor: Journal of Consumer Research (2018-2021)


  • 2021 Amity Gold Medal for Contribution to the Global Branding Fraternity

  • 2020 “Paper of the Year” in Sports Marketing for “Understanding Sponsorship: A Consumer-Centric View of Sponsorship Effects,” American Marketing Association (AMA) SportsSIG

  • 2019 Blair Award for Marketing Accountability (with Roger Sinclair) from the Marketing Accountability Standards Board (MASB)

  • 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.

  • 2009 Twenty-Five Year Consortium Fellow Research Excellence Award from American Marketing Association Foundation, 2009

  • 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.

  • 2005 ZIBS Distinguished Theory Award (from Zyman Institute of Brand Science (ZIBS) at Emory University's Goizueta Business School)

  • 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

  • Best Paper Award, “Brand Familiarity and the Onset of Advertising Wearout,” International Research Seminar on Marketing Communications and Consumer Behavior, The La Londe Seminar, France, 2001

  • Finalist, 1997 William F. O’Dell Award for Journal of Marketing Research

  • Paul J. Rizzo Faculty Fellow for 1995-97

  • Fletcher Jones Faculty Scholar for 1992-93

  • Outstanding Reviewer Award for Journal of Marketing Research for 1991-92

  • 1994 Harold H. Maynard award for Journal of Marketing article in 1993 making the most significant contribution to marketing theory and thought

  • James and Doris McNamara Faculty Fellow for 1989-90

  • Runner-up, Marketing Science Institute Research Competition on Brand Equity (November 1989)

  • Finalist, Best Paper in Journal of Consumer Research Award for 1986-1988

  • American Marketing Association Doctoral Consortium: Fellow 1984; Faculty 1988-1991, 1996, 1998, 2002-2005, 2007-2010, 2013-2014, 2017

  • 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)

Working Papers

  • With K. Park and S. Hoeffler, “Marketing Perspectives on Social Initiatives: Conceptual Foundations and An Agenda for Future Research,” under 2nd review, Journal of Public Policy & Marketing.
  • With V. Swaminathan, S. Gupta, and D. Lehmann, “The Financial Market Consequences of Brand-Related Decisions: Key Findings and Directions for Future Research,” under 2nd review, Journal of the Academy of Marketing Science.
  • With K. Rajavi, D. Lehmann, and A. Golmohammadi, “Understanding the Relationship Between Advertising Expenditures and Perceived Quality,” under review, Journal of Advertising
  • With T. Brexendorf, “The Fundamental Importance of Corporate Brand Credibility,” under review, Journal of Business Research.
  • With T. Fan, and P. Golder, “Brand Preference Evolution Among a Developing Country’s Urban Migrant Consumers: A Framework of Intra-Country Economic, Cultural, and Social Distances,” under review, International Journal of Research in Marketing.

Selected Publications

  • Kevin Lane Keller, “Three Career Pivots and a Lifetime of Happiness: Reflections of a Scholar,” Foundations and Trends in Marketing, forthcoming, 2022
  • Philip Kotler, Kevin Lane Keller and Alexander Chernev, Marketing Management, 16th edition, Upper Saddle River, NJ: Pearson Prentice-Hall, 2022
  • Kevin Lane Keller, “The Future of Brands and Branding: Multiplicity, Synthesis and Impact,” Journal of Consumer Research, Special Issue on “The Future of Brands in a Changing Consumer Marketplace,” forthcoming, 2022
  • With P. Kotler, “Branding in Business-to-Business Firms,” in Business to Business Marketing Handbook, vol. 2, eds. Gary L. Lilien and Rajdeep Grewal, Edward Elgar Publishing, forthcoming, 2022
  • With R. Smith, “If All Their Products Seem the Same, All the Parts within a Product Seem the Same Too:  How Brand Homogeneity Polarizes Product Experiences,” International Journal of Research in Marketing, forthcoming
  • Kevin Lane Keller, “Understanding the Changing Role and Functions of Marketing,” to appear in the American Psychological Association’s Handbook of Consumer Psychology, eds. Joel Huber, Lynn Kahle and Tina Lowery, forthcoming
  • With L. Wakefield, K. Wakefield, and A. Rivers, “Are Brands Wasting Money on Sport Sponsorships? A New Look at Brand Personality, Brand Equity and Official Sponsorship Effects,” Journal of Advertising Research, forthcoming, 2020
  • With L. Wakefield, and K. Wakefield, “Understanding Sponsorship: A Consumer-Centric View of Sponsorship Effects,” Journal of Advertising, 49 (3), 320-343, 2020
  • Kevin Lane Keller, “Leveraging Secondary Associations to Build Brand Equity: Theoretical Perspectives and Practical Applications,” International Journal of Advertising, special issue on “Leveraged Marketing Communications,” forthcoming, 2020
  • Kevin Lane Keller, “Consumer Research Insights on Brands and Branding: A JCR Curation,” Journal of Consumer Research, 46 (February), 995-1001, 2020
  • With S. Neslin, T. Oh, D. Reibstein, and D. Lehmann, “The Past, Present, and Future of Brands and Branding Research,” Marketing Letters, forthcoming, 2020
  • With V. Swaminathan, Strategic Brand Management, 5th ed., Upper Saddle River, NJ: Pearson Prentice-Hall, 2020
  • With A. Lewnes, “Ten Principles of Modern Marketing: Lessons from Technology Marketing Leaders,” Sloan Management Review, April, 2019
  • Kevin Lane Keller, Forward to John LaForgia, Brand Aid: The Revolutionary Transformation of the Mayo Clinic Brand, 2019
  • Kevin Lane Keller, “Infusing Brands and Branding into Customer Centricity,” Handbook on Customer Centricity: Strategies for Building a Customer-Centric Organization, eds. R. Palmatier, C. Moorman, and J. Lee, Northampton, MA: Edward Elgar Publishing, 276-299, 2019
  • Kevin Lane Keller, “Understanding and Responding to New Forms of Competition,” European Journal of Marketing, 53 (1), pp. 20-24, 2019
  • Kevin Lane Keller, “Mastering Brand Architecture in a Hyper-Competitive Digital Era,” Admap, October 2018
  • Kevin Lane Keller, “Don’t Forget the Brand: Strategies to Strengthen Communication Effects,” in Mapping Out Marketing: Navigation Lessons from the Ivory Trenches, Ron Hill, Cait Lamberton and Jennifer Schwartz, Editors, Routledge, pp. 54-56, 2018
  • With J. Parker, D. Lehmann, and M. Schleicher, “Building a Multi-Category Brand: When Should Dissimilar Products Be Introduced?,” Journal of the Academy of Marketing Science, 46 (March), pp. 300–316, 2018