David Aaker Explained

David Aaker
Birth Name:David Allen Aaker
Birth Date:11 February 1938
Birth Place:Fargo, North Dakota, U.S.
Known For:Brand strategy
Occupation:Vice Chairman at Prophet, consultant, author
Children:Jennifer Aaker[1]

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.[2] He serves as Vice Chairman of the San Francisco-based growth consulting company Prophet.[3]

Biography

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. He is the E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of Business [4] and the currently the vice chairman of Prophet, a global brand and marketing consultancy firm, and an advisor to Dentsu, a Japanese advertising agency.[5] [6]

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. Aaker was inducted into the New York American Marketing Association's Hall of Fame in 2015.[7]

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.[8] Aaker also has a regular column in American Marketing Association's Marketing News called "Aaker on Branding".

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:

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.[12] [13]

External links

Notes and References

  1. News: MBA Prof Of The Year: Stanford's Jennifer Aaker . Poets and Quants . January 1, 2019 . October 26, 2021.
  2. News: Made in USA makes comeback as a marketing tool . St. John, Olivia . USA Today . January 21, 2013.
  3. News: Paul. Sullivan. There's More to Naming a Company After Yourself Than Ego. 7 January 2018. New York Times. January 5, 2018.
  4. "Faculty and Executive Leadership Directory", Haas School of Business website, http://facultybio.haas.berkeley.edu/faculty-list/aaker-david
  5. Web site: Business and Brand Consulting/Corporate and Visual Identity. Dentsu.com. Dentsu. 7 January 2018.
  6. News: High-tech brands begin blazing new trail . Krauss, Michael . Marketing News . March 1, 2005.
  7. News: Davis. Scott. The Future Of Marketing: A Conversation With David Aaker, Colleague And Hall-of-Famer. 7 January 2018. Forbes. May 4, 2015.
  8. Web site: David Aaker of Prophet presents "Forget Brand Preference, Win the Brand Relevance War" . https://web.archive.org/web/20120920081329/http://revelationglobal.com/learning-center/david-aaker-of-prophet-presents-forget-brand-preference-win-the-brand-relevance-war/ . dead . 2012-09-20 . RevelationGlobal.com.
  9. Book: Mazur, Laura . Conversations with Marketing Masters . 2007 . Wiley . 978-0470025918 . 248 .
  10. Web site: Personal Branding Interview: David Aaker . Schawbel, Dan . PersonalBrandingBlog.com . January 13, 2011.
  11. Book: Aaker, David . Building Strong Brands . 1996 . Free Press . 002900151X . 400 .
  12. Web site: Author David Aaker Explains How Companies Should Beat Competitors by Making Them Irrelevant . https://web.archive.org/web/20120710071515/http://www.theadvertisingshow.com/en/art/1735/ . dead . July 10, 2012 . Forsythe, Brad . Schilens, Ray . The Advertising Show . June 15, 2012 .
  13. Web site: Simon & Schuster Profile . SimonandSchuster.com.

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