Kevin Lane Keller

Speaker Subjects:

• The Future of Branding
• Building Strong Brands

 
 
 
 
 
Learn the information and techniques you need to make smarter short- and long-term decisions about how to manage your brands, whether they are goods, services, or business-to-business. And learn innovative ways to design and implement brand strategies and when to use brand extensions. Discover why brands have taken on even greater importance in the new networked economy. Explore new ways of building brand equity by properly choosing brand elements, designing supporting marketing programs, and leveraging secondary associations. And explore fresh approaches to measuring brand equity and learn how to develop and implement a brand equity measurement system within your organization.
 
Professor Keller received his B.A. in Mathematics and Economics from Cornell University in 1978, his M.S.I.A. from Carnegie-Mellon University's Graduate School of Industrial Administration in 1980, and his Ph.D. in Marketing from Duke University's Fuqua School of Business in 1986. At Dartmouth, he teaches an MBA elective on strategic brand management and lectures in executive programs on that topic.
 
Professor Keller's general area of expertise lies in consumer marketing. His specific research interest is in how understanding theories and concepts related to consumer behaviour can improve advertising and branding strategies. His advertising and branding research has been published in three of the major marketing journals -- the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Research. He also sits on the Editorial Review Boards of those journals. With over thirty published papers, his research has been widely cited and has received numerous awards.
 
Professor Keller is acknowledged as one of the international leaders in the study of integrated marketing communications and strategic brand management. Actively involved with industry, he has helped to define global branding guidelines for Starbucks; to clarify brand essence and vision for Disney and Betty Crocker; to devise a global brand equity measurement system for Levi-Strauss; to develop a new brand equity model for Grey Advertising; to develop a brand tracking system for AC Nielsen; to model brand investment decisions for Intel; to clarify brand portfolio guidelines for Goodyear; and to create a corporate brand communication program for Shell Oil.
 
A popular speaker, he has conducted branding seminars to top executives in a variety of forums.
 
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, has been called a "rare success at combining practical advice and real substance" and "an exceptionally comprehensive treatment of the subject, full of valuable analytic and rich insights" by leading academic and industry experts.