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David Aaker    

Vice-Chairman of Prophet, Professor Emeritus, UC Berkeley & Author of "Brand Relevance: Making Competitors Irrelevant"

David Aaker, hailed the “Father of Modern Branding,” serves as Vice-Chair at Prophet. He’s a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. In 2020, he was the recipient of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice.

Aaker has authored and published hundreds of articles and 16 books, including Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies. His words and teaching have offered guidance and inspiration to marketing leadership at many of the world’s leading brands:

"David Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership." ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola

David is an active branding consultant, Professor Emeritus at the Haas School of Business, UC Berkeley and revered speaker and thought leader.

Speech Topics

Owning Game-Changing Subcategories (The only way to grow—need an exemplar brand to position, scale and build barriers around the new subcategory)

Creative Signature Stories (The best way to breakthrough is with stories)

Aaker on Branding (the four big ideas in branding)


4 Questions About Consumer Trust | Fast Company | Business + ...
Leading branding expert David Aaker recently said our argument only applies to categories like television, computers, cars, restaurants, movies, and hotels.
Why brands are becoming less valuable - The Globe and Mail
As David Aaker and other scholars have pointed out over the years, brand equity has four components: awareness, perceived quality, mental associations, and ...

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