David A. Aaker

David A. Aaker

I am the Vice Chair at Prophet, a global brand and marketing consulting company that is on the forefront of branding issues, professor emeritus of the Haas School at UC Berkeley, and an advisor to Denstu. I blog at Aaker on Brands (http://www.davidaaker.com). I live in Orinda, California near my three daughters and seven grandchildren and try to do a lot of biking and just enough golfing.

My latest book "Creating Signature Stories" explains that stories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. It's available now in paperback or as an ebook.

My passion is understanding brands and helping firms build brands and brand portfolios. My first brand book, "Managing Brand Equity" defined brand equity and set forth its value to a firm and its customers. The second, "Building Strong Brands", described the brand identity model that many firms use to manage their brands and also introduced the Brand Equity Ten measurement structure. The third, "Brand Leadership" extended the brand identity model and adding material on brand building programs. The fourth, "Brand Portfolio Strategy", introduces models and concepts that allow a firm to sort out the complexities of brand portfolios and the priorities and relationships that define them. The fifth, "Spanning Silos" presents research showing the problems that product and country silos organizations pose to those who would build brands and create effective marketing and what some firms have done to create cooperation and communication to break down the silo barriers. And "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.

Formal Bio:

David A. Aaker is the Vice-Chairman of Prophet Brand Strategy, Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley and an advisor to Dentsu Inc. The winner of 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 published over 100 articles and 14 books including Strategic Market Management, Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos and his latest book, Brand Relevance: Making Competitors Irrelevant.

His books have been translated into eighteen languages with sales well over one million. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world and is on the Board of Directors of the Food Bank of Contra Costa and Solano Counties.

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