Kevin Lane Keller

E.B. OSBORN PROFESSOR OF MARKETING

TEACHING

TEACHING INTERESTS

Professor Keller is acknowledged as an international leader in the study of brands, branding, and strategic brand management. Actively involved with industry, he has served as brand confidant to marketers for some of the world's most successful brands, including Accenture, Amercian Express, Disney, Ford, Intel, Levi-Strauss, Miller Brewing, Procter & Gamble, and Starbucks. He has also carried out brand consulting activities with other top companies such as Allstate, Beiersdorf (Nivea), Blue Cross and Blue Shield, Campbell Soup, General Mills, Goodyear, Kodak, Mayo Clinic, Nordstrom, Shell Oil, Unilever, and Young & Rubicam.

STRATEGIC BRAND MANAGEMENT

One of the most valuable assets that firms have is the brand names associated with their products or services. This course addresses important branding decisions faced by an organization in terms of how to build, measure, and manage brand equity. Its basic objectives are to (1) provide an understanding of the important issues in planning and evaluating brand strategies, and (2) provide the appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course consists of lectures, case discussions, guest speakers, and a brand audit project.

TUCK EXECUTIVE EDUCATION PROGRAM

"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"

Professor Kevin Lane Keller
CONTACT

Tuck School of Business at Dartmouth
100 Tuck Hall
Hanover, NH 03755
Tel: 603-646-0393
Fax: 603-646-0995
Kevin.L.Keller@Dartmouth.edu

RELATED LINKS

Tuck School of Business
Kevin Lane Keller Profile