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David Aaker      

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

David Aaker, Ph.D., Vice Chairman of Prophet and the creator of the Aaker Model, has published more than 100 articles and 12 books, including "Managing Brand Equity," "Building Strong Brands," "Developing Business Strategies," "Brand Leadership," "Strategic Market Management" and "From Fargo to the World of Brands."

Dr. Aaker 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 has been awarded best article awards by the Journal of Marketing and the California Management Review.

Professor Emeritus at the Haas School of Business, University of California, Berkeley, Dr. Aaker has been awarded four career awards including the 1996 Paul D. Converse Award for outstanding contributions to the development of marketing.

Dr. Aaker is also an adviser to Dentsu; an active speaker in the U.S., Asia and Europe; and is on the Board of Directors of California Casualty Insurance Company and the Contra-Costa Food Bank.

David Aaker received a Ph.D. and M.A. from Stanford University and a B.S. from the Massachusetts Institute of Technology.


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 ...

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.

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