Research Insights 13.1 Reflections on Customer-Based Brand Equity

Brand Decisions

Source: Keller, K.L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS Review, 6(1–2), 1–16.

Abstract: “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” published in the Journal of Marketing in 1993, was one of the early thought pieces and review papers on branding in the field. Written to be a comprehensive bridge between the theory and practice of branding, it has received a large number of citations and several awards through the years. Here, I look back at that article and provide some perspective as to how it was developed, highlighting some of its main contributions. I also outline some of my subsequent related branding research, as well as that of others. Finally, I consider some future research priorities in branding, putting emphasis on the online and digital developments that have occurred since the publication of the article.


In 1993, Kevin Lane Keller published an article on brand equity in the Journal of Marketing that had a major impact on the development of branding research and practice, and which informed much of his later thinking on brand building. In this 2016 article, Keller looks back at the development of branding as an academic field in the 25 years that has followed publication of his 1993 paper and outlines those areas that remain in need of additional research.