Brands and Branding: Research Findings and Future Priorities

  title={Brands and Branding: Research Findings and Future Priorities},
  author={K. Keller and D. Lehmann},
  journal={Marketing Science},
  • K. Keller, D. Lehmann
  • Published 2006
  • Business
  • Marketing Science
  • 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… CONTINUE READING
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