David Aaker
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David Allen Aaker (born February 11, 1938) is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy.[1] He serves as Vice Chairman of the San Francisco-based growth consulting company Prophet.[2]
Education
Aaker received his SB in Management from the MIT Sloan School of Management and then his MA in Statistics and PhD in Business Administration at Stanford University.
Career
He is the E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of Business [3] and the currently the vice chairman of Prophet, a global brand and marketing consultancy firm, and an advisor to Dentsu, a Japanese advertising agency.[4][5]
He has been awarded three career awards for contributions to the science of marketing: The Paul D. Converse Award; The Vijay Mahajan Award; and The Buck Weaver Award.Script error: No such module "Unsubst". Aaker was inducted into the New York American Marketing Association's Hall of Fame in 2015.[6]
Aaker has won the award for "best article" in the California Management Review and in the Journal of Marketing (twice). His book, Brand Relevance: Making Competitors Irrelevant, was named among the "Ten Marketing Books You Should Have Read" by Advertising Age in 2011 and named one of the top 3 marketing books of the year by Strategy and Business.[7] Aaker also has a regular column in American Marketing Association's Marketing News called "Aaker on Branding".[8]
Aaker was one of the eleven people included in the 2007 book Conversations with Marketing Masters.[9]
Work
Aaker Model
Aaker is the creator of the Aaker Model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations.[10] The model outlines the necessity of developing a brand identity, which is a unique set of brand associations representing what the brand stands for and offers to customers an aspiring brand image.[11]
Aaker primarily sees brand identity as consisting of 8–12 elements which fall under four perspectives:
- Brand as Product – consists of product scope, product attributes, quality or value of the product, uses, users and country of origin.
- Brand as Organisation – consists of organizational attributes and local workings versus global activities.
- Brand as Person – consists of brand personality and customer-brand relationships.
- Brand as Symbol – consists of audio and visual imagery, metaphorical symbols and brand heritage.[11]
Aaker first introduced the model in his book Building Strong Brands (1996).
Publications
Aaker is the author of more than 100 articles and 14 books on marketing and branding.[8][12]
- 1991. Managing Brand Equity, second edition 2009 Template:Isbn
- 1996. Building Strong Brands Template:Isbn
- 2001. Developing Business Strategies Template:Isbn
- 2000. (with Erich Jachimsthaler) Brand Leadership: The Next Level of the Brand Revolution Template:Isbn
- 2004. Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity Template:Isbn
- 2005. From Fargo to the World of Brands: My Story So Far Template:Isbn
- 2007. Strategic Market Management Template:Isbn
- 2008. Spanning Silos: The New CMO Imperative Template:Isbn
- 2010. Brand Relevance: Making Competitors Irrelevant, Jossey-Bass Template:Isbn
- 2014. "Aaker on Branding", Morgan James Publishing, Template:ISBN
References
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- ↑ "Faculty and Executive Leadership Directory", Haas School of Business website, http://facultybio.haas.berkeley.edu/faculty-list/aaker-david Template:Webarchive
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External links
- Pages with script errors
- 1938 births
- Living people
- Branding consultants
- Business educators
- American business theorists
- Marketing theorists
- American marketing people
- Advertising theorists
- American business writers
- MIT Sloan School of Management alumni
- Stanford University School of Humanities and Sciences alumni
- Haas School of Business faculty
- Stanford Graduate School of Business alumni
- People from Fargo, North Dakota