Rajeev Batra is a globally recognized authority in the fields of brand management, marketing communications, consumer marketing, and emerging markets (especially in Asia). With a distinguished academic career spanning over four decades, he has authored or co-edited nine books and contributed over 80 academic papers to leading journals—many of which are widely cited and have earned prestigious awards. His 2012 co-authored book, The New Emerging Market Multinationals (McGraw-Hill), was named the Best Business Book of the Year in Strategy by Strategy+Business Magazine, and reviewed in the Economist magazine, underscoring his expertise in global brand-building strategies for emerging economies.
His expertise has made a lasting impact on companies seeking to develop compelling consumer connections and competitive branding strategies worldwide. He has consulted or done research for the following organizations on advertising, branding, marketing research, or direct marketing problems: Johnson and Johnson (Ethicon Endo-Surgery); IPG/McCann-Erickson Inc; Newsweek; Foote, Cone and Belding Advertising; Hughes Aircraft; WIPRO Corporation (India); General Motors Powertrain; Hakuhodo Advertising (Japan); GE Lighting; Ford Motor Co.; Siemens Medical Systems; Black & Decker; The Andersons; US Government Census Bureau; Samsung Electronics and L’Oreal via YouTube (Google/Alphabet); General Mills.
Currently, Batra serves as the S.S. Kresge Professor of Marketing at the Ross School of Business, University of Michigan, where he has been a faculty member since 1989. His teaching portfolio includes courses on Strategic Brand Management, Advertising Management, Marketing Research, and International Marketing, among others. He was tenured in 1991 and has played a pivotal role in shaping the department, having served as the Area Chair of the Marketing Department (2003-2007) and (Co-)Director of the Yaffe Center for Persuasive Communications (1999-2017). His dedication to pedagogy has earned him multiple nominations for the “Best MBA Teacher” Award at Michigan and listings among BusinessWeek’s “Outstanding Faculty.”
Beyond Michigan, Batra has held esteemed academic appointments, including serving as a Hindustan Unilever Visiting Chaired Professor (Honorary) at the Indian Institute of Management, Ahmedabad (2019-2022). Previously, he was on the faculty of Columbia Business School (1984-1988), where he taught MBA and Ph.D. courses in Advertising Management, Marketing Strategy, and Consumer Psychology. He has also been a Visiting Professor at institutions such as the University of Texas at Austin, Citibank Consumer Services Europe (Brussels), and Young & Rubicam (New York).
Batra’s research has profoundly influenced the fields of brand strategy and consumer-brand relationships, particularly in the areas of brand love, brand coolness, and global brand positioning. His work has been recognized with numerous accolades, including being named a Fellow of the Society for Consumer Psychology (2023) and receiving the 2023 “Outstanding Paper” award from the Asia Pacific Journal of Marketing and Logistics. His 2003 Journal of International Business Studies paper on global brands was selected as one of the top 10 most influential papers in international marketing over the last 30 years. Additionally, his papers on “Brand Love” and “Brand Coolness” were finalists for Journal of Marketing Awards for long-term contributions to the field.
His academic journey began with a Ph.D. in Business (Marketing) from Stanford University (1984), following an M.S. in Advertising from the University of Illinois at Urbana-Champaign and an MBA-equivalent postgraduate diploma from the Indian Institute of Management, Ahmedabad. He completed his undergraduate studies in Economics at Delhi University.
Throughout his illustrious career, Rajeev Batra has remained at the forefront of academic research and practical applications in marketing, making significant contributions to the understanding of how brands shape and influence consumer behavior across global markets. His extensive body of work continues to guide scholars, business leaders, and marketing practitioners in the evolving landscape of branding and consumer engagement.
Character: Rajeev Batra is a dedicated and influential academic whose integrity and passion for marketing research have shaped the fields of global branding and consumer psychology.
Knowledge: With a Ph.D. from Stanford and over 80 widely cited academic publications, he is a leading authority on brand strategy, advertising effectiveness, and consumer behavior.
Strategic: Batra’s expertise in brand positioning and global market strategies has helped multinational corporations develop competitive and consumer-centric branding approaches.
Communication: As an award-winning educator, keynote speaker, and consultant, he effectively translates complex marketing concepts into actionable insights for students, executives, and industry leaders.
