Kevin Keller

Kevin Keller is a prominent marketing scholar known for his work on brand management and consumer behavior. He introduced the "Customer-Based Brand Equity" model, which emphasizes how a brand's value is determined by consumer perceptions. His research focuses on the importance of brand awareness, associations, loyalty, and overall brand equity in driving business success. Keller's insights help companies understand how to build strong brands that resonate with consumers, facilitating effective marketing strategies and fostering long-term customer relationships. His contributions have significantly influenced both academic research and practical applications in marketing.