Strategic Brand Management

Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Amos Tuck School of Business Administration at Dartmouth College. Professor Keller received his B.A. in Mathematics and Economics from Cornell University in 1978, his M.B.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 M.B.A. elective on strategic brand management and lectures in executive programs on that topic. Previously, Professor Keller was on the faculty of the Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the marketing faculty of the Schools of Business Administration at the University of California at Berkeley and the University of North Carolina at Chapel Hill, has 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. Professor Keller is acknowledged as one of the international leaders in the study of strategic brand management and integrated marketing communications. He is currently conducting a variety of studies that address strategies to build, measure, and manage brand equity. 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 more than forty published papers, his research has been widely cited and has received numerous awards. Actively involved with industry, he has worked on a host of different types of branding projects. He has served as brand confidant to marketers for some of the world's most successful brands, including Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble, and Starbucks. Additional brand consulting activities have been with other top companies such as Accenture, AC Nielsen, Beiersdorf (Nivea), General Mills, Goodyear, Kodak, Mayo Clinic, MTV, the New York Knicks, Nordstrom, Shell Oil, Unilever, and Young & Rubicam. He is a Senior Marketing Consultant for Knowledge Networks and an academic trustee for the Marketing Science Institute. A popular speaker, he has conducted branding seminars to top executives in a variety of forums. An avid sports, music, and film enthusiast, in his so-called spare time, he helps to manage and market one of Australia's great rock and roil treasures, The Church. Professor Keller lives in Etna, New Hampshire, with his wife, Punam (also a Tuck marketing professor), and his two daughters, Carolyn and Allison.

I: Opening Perspectives

Chapter 1

Brands & Brand Management

 

II: Identifying and Establishing Brand Positioning and Values

Customer-Based Brand Equity

 

Brand Positioning

III: Planning and Implementing Brand Marketing Programs

Choosing Brand Elements to Build Brand Equity

 Designing Marketing Programs to Build Brand Equity

 

Integrating Marketing Communications to Build Brand Equity

Leveraging Secondary Brand Associations to Build Brand Equity

IV: Measuring and Interpreting Brand Performance.

Developing a Brand Equity Measurement and Management System

 

Measuring Sources of Brand Equity: Capturing Customer Mindset

 

Measuring Outcomes of Brand Equity: Capturing Market Performance

Designing and Implementing Branding Strategies

 

Introducing and Naming New Products and Brand Extensions

 

Managing Brands over Time

Managing Brands over Geographic Boundaries and Market Segments

 

VI: Closing Perspectives

 

Closing Observations