Professor of Marketing, Tuck School of Business, Dartmouth College  

• Pioneer of the Customer-Based Brand Equity (CBBE) model
• World-renowned authority on brand equity and brand management
• Co-author of editions 12–16 of Marketing Management  

Professor Keller is an internationally recognized leader in integrating marketing communications with strategic brand management. His CBBE model, introduced in 1993, remains a cornerstone of brand theory. He has taught at Stanford, UC Berkeley, and UNC Chapel Hill, and holds a Ph.D. in Marketing from Duke University.  

His work emphasizes that brand equity stems from consumer perception, emotional response, and distinct reactions to marketing efforts. He has served as a long-term advisor to brands such as American Express, Disney, Ford, Intel, P&G, Shell, Silicon Graphics, and Starbucks.