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AvKevin Keller,Vanitha Swaminathan
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About our authors Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Professor Keller has an AB (with distinction) in math and economics from Cornell University, an MBA from Carnegie-Mellon University and a PhD in marketing from Duke University. At Dartmouth, he has taught popular MBA and executive education courses on strategic brand management and marketing management.Previously, Professor Keller was a tenured member of the faculty at Graduate School of Business at Stanford University, where he also served as the head of the marketing group. Additionally, he has been on the faculty at the University of California at Berkeley and the University of North Carolina at Chapel Hill. He has also been a visiting professor at Duke University and the Australian Graduate School of Management and has two years of industry experience as Marketing Consultant for Bank of America.Professor Keller’s areas of expertise include consumer psychology and branding, communications and marketing strategies. His research has been published numerous times in each of the four major marketing journals—Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research and Marketing Science. An academic pioneer in the study of brands and branding, with more than 135 publications, he is one of the most highly cited of all marketing academics worldwide and has received numerous awards for his research accomplishments and impact.Actively involved with industry, he has worked on a host of different types of marketing projects. He has served as a long-time consultant and trusted advisor to marketers for some of the world’s most successful brands, including Accenture, American Express, Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble and Samsung. Additional brand consulting activities have been with other top companies such as Adobe, Allstate, Beiersdorf (Nivea), BJs, BlueCross BlueShield, Campbell, Capital One, Caterpillar, Colgate, Combe, Eli Lilly, ExxonMobil, General Mills, GfK, Goodyear, Hasbro, Heineken, Intuit, Irving Oil, Johnson & Johnson, Kodak, L.L. Bean, Mayo Clinic, MTV, Nordstrom, Ocean Spray, Red Hat, SAB Miller, Serta, Shell Oil, Starbucks, Time Warner Cable, Unilever and Young & Rubicam.Professor Keller served as an academic trustee for the prestigious Marketing Science Institute from 2000 to 2006, as its executive director from 2013 to 2015 and as a member of its executive committee and board from 2015 to 2022. He has also served as an expert witness for top firms and organizations such as Amazon, Anheuser-Busch, Apple, Eaton, Ernst & Young, Facebook/Meta, Mercedes-Benz and the NFL. A popular and highly sought-after speaker, he has made keynote speeches and conducted workshops with top executives in a wide variety of forums. Some of his senior management and marketing training clients have included such diverse business organizations as AT&T, Bristol Myers Squibb, Cisco, Coca-Cola, Deutsche Telekom, ExxonMobil, Fidelity, GE, Google, Hershey, Hyundai, IBM, Macy’s, Microsoft, Novartis, Pepsico, S.C. Johnson and Wyeth.He has lectured at more than 150 conferences, conventions, seminars and symposiums all over the world, from Seoul to Johannesburg, from Sydney to Stockholm, and from Sao Paulo to Mumbai. Professor Keller is currently conducting a variety of research studies that address marketing, branding and communication issues. He is also the co-author with Philip Kotler and Alex Chernev of Marketing Management, the most widely used MBA textbook in marketing around the world, now in its 17th edition.An avid sports, music and film enthusiast, he has helped to manage and market, as well as serve as executive producer, for one of Australia’s great rock and roll treasures, The Church, as well as for the late American power-pop legends Tommy Keene and Dwight Twilley. He is a longtime member of the board of directors for the Doug Flutie, Jr. Foundation for Autism. Professor Keller lives in Etna, New Hampshire, with his wife, Punam (also a Tuck marketing professor).Vanitha Swaminathan is Thomas Marshall Professor of Marketing and Director, Center for Branding at the University of Pittsburgh School of Business. She also serves as Associate Dean for Research and Strategic Initiatives at the University of Pittsburgh School of Business. Her research focuses on branding strategy and the conditions that foster consumer–brand relationships. Additionally, her research investigates how firms can successfully design brand strategies—such as co-branding, brand extensions, brand acquisitions and marketing alliances—to strengthen customer loyalty as well as to firm up stock market performance. More recently, her focus is on understanding how brand managers can leverage the power of social media to build stronger relationships with customers.Professor Swaminathan has published in various leading marketing and management journals, including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science and Strategic Management Journal. She recently completed a three-year term as co-editor of Journal of Marketing and has previously served as associate editor for the Journal of Consumer Psychology and Journal of Marketing. She has won awards for her research, including the Lehmann award for the best dissertation-based article and Journal of Advertising’s Best Paper Award; she was also named as a Marketing Science Institute Young Scholar. Professor Swaminathan previously served on the American Marketing Association’s Academic Council from 2014 to 2020, and during that time served as a president of the Council. In light of her many scholarly and service contributions to the field of marketing, the American Marketing Association named her as AMA Fellow in 2024. In 2025, she won the university-wide award for Excellence in Doctoral Mentoring at the University of Pittsburgh.Professor Swaminathan’s research and commentaries on branding and digital marketing are quoted in various international media outlets such as Forbes, Washington Post, New York Times, BBC, The Miami Herald, Los Angeles Times, U.S. News & World Report, NPR, Sirius Radio, Science Daily, Slate, Pittsburgh Post-Gazette, Economic Times (India), Frontline (India), BBC Brasil (UK) and Último. She has worked with companies such as the Hershey Company, Kraft Heinz, StarKist, AC Nielsen, GlaxoSmithKline and Procter & Gamble on marketing and branding consulting projects. She has also worked extensively with small businesses, advising them on their digital marketing efforts.