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BRANDS AND BRANDING:
RESEARCH FINDINGS AND FUTURE PRIORITIES

Kevin Lane Keller
Tuck School of Business
Dartmouth College
Hanover, NH 03755
(603) 646-0393 (o)
(603) 646-1308 (f) kevin.keller@dartmouth.edu Donald R. Lehmann
Graduate School of Business
Columbia University
507 Uris Hall
3022 Broadway
New York, NY 10027
(212) 854-3465 (o)
(212) 854-8762 (f) drl2@columbia.edu August 2004
Revised February 2005
Second Revision May 2005

Thanks to Kathleen Chattin from Intel Corporation and Darin Klein from Microsoft Corporation, members of the Marketing Science Institute Brands and Branding Steering Group, and participants at the Marketing Science Institute Research Generation Conference and 2004 AMA
Doctoral Consortium for helpful feedback and suggestions.

BRANDS AND BRANDING:
RESEARCH FINDINGS AND FUTURE PRIORITIES
ABSTRACT
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.

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