Kevin Lane Keller Books
Kevin Lane Keller is an American marketing scholar and the E. B.
Known for: Strategic Brand Management: Building, Measuring, and Managing Brand Equity
Books by Kevin Lane Keller
Strategic Brand Management: Building, Measuring, and Managing Brand Equity
This foundational textbook provides a comprehensive framework for understanding and managing brand equity. It explores how to build strong brands through strategic positioning, marketing programs, and brand measurement. The book integrates theory and practice, offering insights into brand valuation, brand architecture, and global brand management.
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The Foundation of Brand Equity
To manage a brand strategically, we must begin by understanding what brand equity actually is. Brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand. In simpler terms, when consumers react more favorably to a product because it carries a...
From Strategic Brand Management: Building, Measuring, and Managing Brand Equity
The Customer-Based Brand Equity (CBBE) Model
The CBBE model offers a powerful conceptual tool to map the stages of brand development—from initial recognition to intense, active loyalty. It is structured as a pyramid with four ascending levels: brand identity (Who are you?), brand meaning (What are you?), brand response (What about you?), and b...
From Strategic Brand Management: Building, Measuring, and Managing Brand Equity
About Kevin Lane Keller
Kevin Lane Keller is an American marketing scholar and the E.B. Osborn Professor of Marketing at the Tuck School of Business, Dartmouth College. He is widely recognized for his research and teaching in brand management and marketing strategy, and his textbook 'Strategic Brand Management' is used glo...
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Kevin Lane Keller is an American marketing scholar and the E.B. Osborn Professor of Marketing at the Tuck School of Business, Dartmouth College. He is widely recognized for his research and teaching in brand management and marketing strategy, and his textbook 'Strategic Brand Management' is used glo...
Kevin Lane Keller is an American marketing scholar and the E.B. Osborn Professor of Marketing at the Tuck School of Business, Dartmouth College. He is widely recognized for his research and teaching in brand management and marketing strategy, and his textbook 'Strategic Brand Management' is used globally in business schools.
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Kevin Lane Keller is an American marketing scholar and the E. B.
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