Kevin Lane Keller (scholar)

Kevin Lane Keller is a renowned marketing scholar known for his expertise in branding and brand management. He developed influential models, such as the Customer-Based Brand Equity (CBBE) model, which explains how brands create strong, positive perceptions in consumers' minds. Keller's work helps companies understand how to build and maintain brand loyalty, differentiate themselves in competitive markets, and enhance their overall value. His research and writings are widely used by marketers and students to develop effective branding strategies and improve brand performance.