David A. Aaker
Encyclopedia
David Allen Aaker is a consultant
and author
on the field of marketing
, particularly in the area of brand strategy. He is currently the Vice Chairman of Prophet
, a global brand
and marketing
consultancy firm, Professor Emeritus at the Haas School of Business
of the University of California, Berkeley
and an advisor to Dentsu
, a major Japanese advertising agency. He blogs on Aaker on Brands.
in 1938. He received his B.S. in Management from the MIT Sloan School of Management
and subsequently attended Stanford University
where he received his M.A. in Statistics and Ph.D in Business Administration.
and consults exclusively for Prophet clients. He is the creator of the Aaker Model™ and has authored over 100 articles and 15 books on marketing
and branding
, including his latest, Brand Relevance: Making Competitors Irrelevant.
His first of five brand books, Managing Brand Equity, defined brand equity. His second, Building Strong Brands, developed the brand identity model used by many firms. His third, Brand Leadership, extended the brand identity model and discussed how to develop brand building programs. The fourth, Brand Portfolio Strategy, develops tools and concepts to create brand portfolios that are prioritized, clear, energized, and synergistic. His fifth, Spanning Silos, addressed the silo crises caused by product and country silos inhibiting the development of effective and efficient marketing programs. His latest, Brand Relevance: Making Competitors Irrelevant shows success in dynamic markets involves creating offerings so innovative that they create new categories or subcategories making competitors irrelevant. His books have been translated into eighteen languages with sales well over one million.
He is also featured in a chapter of Conversations with Marketing Masters -- a collection of insights from some of the world's most influential marketing gurus. He is on the Board of Directors of the Food Bank of Contra Costa and Solano Countries, and serves on the following editorial boards: Journal of Strategic Marketing, Marketing Management, The Journal of Brand Management, Strategy & Leadership, and The Russian Management Journal.
at Davos (1999-2000).
Consultant
A consultant is a professional who provides professional or expert advice in a particular area such as management, accountancy, the environment, entertainment, technology, law , human resources, marketing, emergency management, food production, medicine, finance, life management, economics, public...
and author
Author
An author is broadly defined as "the person who originates or gives existence to anything" and that authorship determines responsibility for what is created. Narrowly defined, an author is the originator of any written work.-Legal significance:...
on the field of marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
, particularly in the area of brand strategy. He is currently the Vice Chairman of Prophet
Prophet
In religion, a prophet, from the Greek word προφήτης profitis meaning "foreteller", is an individual who is claimed to have been contacted by the supernatural or the divine, and serves as an intermediary with humanity, delivering this newfound knowledge from the supernatural entity to other people...
, a global brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
and marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
consultancy firm, Professor Emeritus at the Haas School of Business
Haas School of Business
The Walter A. Haas School of Business, also known as the Haas School of Business or simply Haas, is one of 14 schools and colleges at the University of California, Berkeley....
of the University of California, Berkeley
University of California, Berkeley
The University of California, Berkeley , is a teaching and research university established in 1868 and located in Berkeley, California, USA...
and an advisor to Dentsu
Dentsu
is one of the largest advertising agencies in the world. Its headquarters are located in the Dentsu Building in the Shiodome district of Minato, Tokyo....
, a major Japanese advertising agency. He blogs on Aaker on Brands.
Education
David Aaker was born in Fargo, North DakotaFargo, North Dakota
Fargo is the largest city in the U.S. state of North Dakota and the county seat of Cass County. In 2010, its population was 105,549, and it had an estimated metropolitan population of 208,777...
in 1938. He received his B.S. in Management from the MIT Sloan School of Management
MIT Sloan School of Management
The MIT Sloan School of Management is the business school of the Massachusetts Institute of Technology, in Cambridge, Massachusetts....
and subsequently attended Stanford University
Stanford University
The Leland Stanford Junior University, commonly referred to as Stanford University or Stanford, is a private research university on an campus located near Palo Alto, California. It is situated in the northwestern Santa Clara Valley on the San Francisco Peninsula, approximately northwest of San...
where he received his M.A. in Statistics and Ph.D in Business Administration.
Career
He is currently E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of BusinessHaas School of Business
The Walter A. Haas School of Business, also known as the Haas School of Business or simply Haas, is one of 14 schools and colleges at the University of California, Berkeley....
and consults exclusively for Prophet clients. He is the creator of the Aaker Model™ and has authored over 100 articles and 15 books on marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
and branding
Brand management
Brand management is the application of marketing techniques to a specific product, product line, or brand.The discipline of brand management was started at Procter & Gamble as a result of a famous memo by Neil H...
, including his latest, Brand Relevance: Making Competitors Irrelevant.
His first of five brand books, Managing Brand Equity, defined brand equity. His second, Building Strong Brands, developed the brand identity model used by many firms. His third, Brand Leadership, extended the brand identity model and discussed how to develop brand building programs. The fourth, Brand Portfolio Strategy, develops tools and concepts to create brand portfolios that are prioritized, clear, energized, and synergistic. His fifth, Spanning Silos, addressed the silo crises caused by product and country silos inhibiting the development of effective and efficient marketing programs. His latest, Brand Relevance: Making Competitors Irrelevant shows success in dynamic markets involves creating offerings so innovative that they create new categories or subcategories making competitors irrelevant. His books have been translated into eighteen languages with sales well over one million.
He is also featured in a chapter of Conversations with Marketing Masters -- a collection of insights from some of the world's most influential marketing gurus. He is on the Board of Directors of the Food Bank of Contra Costa and Solano Countries, and serves on the following editorial boards: Journal of Strategic Marketing, Marketing Management, The Journal of Brand Management, Strategy & Leadership, and The Russian Management Journal.
Honors
He has been awarded three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award), and the theory and practice of marketing (the Buck Weaver Award). He has also won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. He was a fellow at World Economic ForumWorld Economic Forum
The World Economic Forum is a Swiss non-profit foundation, based in Cologny, Geneva, best known for its annual meeting in Davos, a mountain resort in Graubünden, in the eastern Alps region of Switzerland....
at Davos (1999-2000).
Books
- Managing Brand Equity, 1992, ISBN 978-0029001011
- Building Strong Brands, 1995, ISBN 978-0029001516
- Developing Business Strategies, 2001, ISBN 978-0471064114
- with Erich JoachimsthalerErich JoachimsthalerErich Joachimsthaler is the Founder and Chief Executive Officer of Vivaldi Partners, a global strategy, innovation, and marketing firm with headquarters in New York City...
Brand Leadership: The Next Level of the Brand Revolution, 2000, ISBN 978-0684839240 - Strategic Market Management, 2007, ISBN 978-0470056233
- From Fargo to the World of Brands: My Story So Far, 2005, ISBN 978-1587364945
- Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, 2004, ISBN 978-0743249386
- Spanning Silos:The New CMO Imperative, 2008, ISBN 978-1-4221-2876-3
- Brand Relevance: Making Competitors Irrelevant, 2010, ISBN 978-0470613580