Ahmed Tolba is associate professor of marketing in the School of Business at The American University in Cairo. He is also director of El-Khazindar Business Research and Case Center (KCC), the first center in the Middle East and North Africa region that focuses on developing world-class refereed case studies. He was awarded his PhD from The George Washington University in 2006 and his MBA and BSc from AUC in 1997 and 2001, respectively. His research focuses on brand equity, innovation marketing, online marketing, nation branding, social marketing and entrepreneurship. He published in leading academic journals such as the Journal of Product and Brand Management, Journal of Technology Marketing, International Journal of Marketing Studies, Journal of International Business and Cultural Studies, The MENA Journal of Business Case Studies, Business Monthly, Innovations, American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and Academy of Management. He also participated in several conferences including Thought Leaders International Conference on Brand Management, Frontiers in Services Conference and Association for Global Business, among others.

Strategic brand management, Brand equity measurement, Models Marketing research, Global branding, Nation branding