Aaker On Brands

Hailed “The Father of Modern Branding,” David Aaker is Vice Chairman of Prophet, creator of the Aaker Model, and a revered author, speaker and thought leader.

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David Aaker is a recognized authority on branding and has received numerous awards for his lifetime contributions to the fields of marketing and brand strategy.

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Aaker’s Brand Equity Model

David Aaker’s Brand Equity Model was introduced in his 1991 book “Managing Brand Equity,” setting the stage for marketing leaders to advocate for shifting from an emphasis on tactical measures like sales to strategic measures like brand equity, which can indicate long-term profitability.

A Lifetime of Achievement

Aaker attended MIT and obtained a Bachelor of Arts in management. He also played on the MIT tennis team (pictured bottom left).
While working on his Ph.D. in Business Administration at Stanford, Aaker was accepted into the Journey for Perspective program in Europe, where he met with J. Paul Getty, a major player in the oil industry and the richest man in the world at the time.
Aaker served as Executive Advisor for Dentsu in Japan for 10 years.
Aaker participated in a speaking tour, where he shared his branding expertise across Europe, including Norway, Sweden, Germany, Spain and Finland (pictured here).
Aaker’s book “Managing Brand Equity” was his first book on branding and the book in which the Brand Equity Model is established. He also introduced the Brand Identity Model (now known as the Brand Vision Model or the Aaker Model) in his second book “Building Strong Brands.”
After more than 30 visits for business advising and speaking engagements, Aaker became widely influential in the business world in Japan with support from Berkeley alumni Jiro Nonaka and Hiro Takeuchi.
Aaker served as a keynote speaker at the Global Brand Forum in Taiwan.
Aaker shared his brand strategy knowledge at the World Knowledge Forum in Korea.
Aaker received the Paul D. Converse Award for his outstanding contributions to the development of the science of marketing.
Among many professional awards, Aaker was awarded the Buck Weaver Award for marketing from the Sloan School of Management at MIT.
Aaker began his teaching career at the University of California – Berkeley, Haas School of Business, received tenure in less than four years and was ultimately named the Shansby Chair of Marketing.

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