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American economist From Wikipedia, the free encyclopedia
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]
David Aaker | |
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| Born | David Allen Aaker February 11, 1938 Fargo, North Dakota, U.S. |
| Occupation(s) | Vice Chairman at Prophet, consultant, author |
| Known for | Brand strategy |
| Children | Jennifer Aaker[1] |
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.[citation needed] 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".[9]
Aaker was one of the eleven people included in the 2007 book Conversations with Marketing Masters.[10]
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.[11] 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.[12]
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).
Aaker is the author of more than 100 articles and 14 books on marketing and branding.[9][13]
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