There are many reasons why Kevin Lane Keller is widely recognized today as one of the most visible leaders in strategic brand planning and marketing. His resume is impressive. He is currently Professor of Marketing at the prestigious Tuck School of Business at Dartmouth College in the United States, but as a consultant he boasts renowned clients such as Unilever, Disney, American Express, Proctor and Gamble, Levi-Strauss and Starbucks.
Kevin Lane Keller’s proven track record, as well as an impressive track record, have given credibility to his marketing models, many of which are taught in MBA courses around the world.
In addition to all this, Kevin Lane Keller has written a number of books, including famous titles such as Sales management as well as Examples of best practices in branding… His most famous work is perhaps Strategic brand management (1998 and 2002, Prentice Hall), which is the standard reading for marketing students on the topic of brand management. Other published works include Sales management co-authored with Philip Kotler, who was named the Sixth Most Important Person in Business Thinking by the Wall Street Journal in 2008.
Through this collaboration, Kotler and Keller form the gold standard in marketing management. Latest edition Sales management (published 2009) reflects recent developments in marketing theory and practice. The book covers topics such as brand equity, customer value analysis, database-driven marketing, supply chain management, segmentation, targeting, positioning, and emerging disciplines such as e-commerce, hybrid channels, and integrated marketing communications.
To be a leader in marketing, you must come up with a foundational mindset that changes the way people think. Kevin Lane Keller’s brand management models are used throughout the world and are taught in many MBA programs.
Great brands don’t come about by accident. They are the result of careful and creative planning. For a brand to be successful, creative brand strategies need to be developed. In an e-book titled Brand planningKevin Lane Keller offers three tools or models to aid in brand planning.
These are complementary models based on each other in terms of size and coverage. Like Russian dolls, the first model is an integral part of the second, and the second is an integral part of the third.
The three models described by Keller can be summarized as a brand positioning model. This model describes how to create a competitive advantage in the minds of buyers in the market. The second model is the Brand Resonance Model, which describes how to create intense and loyal customer relationships. The third and final model is the Brand Value Chain Model, which describes how to track the value creation process to better understand the financial implications of marketing costs and investments.
When these three models are combined, they provide important micro and macro perspectives needed to build a brand. This allows marketers to create brand strategies that maximize profits and long-term brand equity, while still being able to track their progress as these strategies are implemented.
Keller’s extensive research into consumer behavior has improved the way many companies use their marketing strategies and how they build, measure and manage brand equity. It helps brands improve the design, implementation and evaluation of integrated marketing programs.