- David Aaker
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David Allen Aaker Born 1938
Fargo, North DakotaNationality American Occupation consultant, author Known for brand strategy David Allen Aaker (born 1938) 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.
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Education
David Aaker was born in Fargo, North Dakota 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.
Career
He is currently E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of Business 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.
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 Forum 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 Joachimsthaler 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
References
External links
Categories:- Academics
- Business educators
- Business theorists
- Business writers
- Marketing theorists
- Marketing people
- Advertising theorists
- American business writers
- Massachusetts Institute of Technology alumni
- MIT Sloan School of Management alumni
- University of California, Berkeley faculty
- 1938 births
- Living people
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