David Aaker

David Allen Aaker (born 1938) is a consultant and author on the field of marketing, particularly in the area of brand strategy. He is currently the Vice Chairman of ...

David Aaker, Vice Chairman of Prophet consults exclusively for Prophet clients. He is the creator of the Aaker Model™, has published more than 100 articles and ...

David Aaker. David A. Aaker E.T. Grether Professor Emeritus of Marketing and Public Policy Haas Marketing Group 415-850-3843. Email: click on the envelope ...

Michael Porter (1980), David Aaker (1995), and others: 1. Price Advantage ( overall cost leadership) is a price-driven strategy based on basic products/ services ...

David Aaker's Top 10 Brand Precepts www.prophet.com. Out of my five brand books, what precepts stand out as one of the top ten? Which are most critical “to ...

by David A. Aaker and Erich Joachimsthaler. Global brand leadership is more important than the building of global brands. The four principles of building that ...

(CHICAGO, August 31, 2009) – The American Marketing Association is proud to announce that David Aaker, a globally recognized authority on brand and ...

Business bloggers at Harvard Business Review discuss a variety of business topics including managing people, innovation, leadership, and more.

Look. Listen. Learn — Prophet’s latest podcasts and webcasts

A brand identity or vision is the aspirational image of what you want your brand to stand for. Too often a brand will have an identity that is too vague with a corresponding lack of direction about which programs should be stimulated to make it come to life. The solution is to elaborate the key identity elements in four ways.

Our thinking is appearing in publications around the world

Marketing Research by David A. Aaker, V. Kumar, George S. Day, Robert Leone (Price: $145.37, Rating: 5, Pages: 816). Isbn: 9780470317259, 0470317256. Publisher: Wiley. Publication date: 2009-12-21. (marketing research, intelligence, david aaker, v kumar)

Content Is King The home run in the digital age is to create a video that goes viral. But how? An interview with three of the people that created the Coke Happiness Machine video by Meaghan Edelstein provides a fascinating glimpse into the process. The bottom line was that it was not so easy and did not happen overnight.

Ten years ago, I joined an advisory board that helped design Brand Japan, a long-term research project that tracks brand equity for more than 1,000 Japanese brands. Produced by Nikkei BP Consulting Inc. in Tokyo, it now has the data for nine years, and there are some interesting results and learnings about branding to glean from it. ­

In this YouTube video, David Aaker presents at the Haas School of Business as part of the David Aaker Distinguished Lecture Series in Marketing.

A decision facing many brands is how to use heritage and even nostalgia. Many brands have a host of positive associations all based on a time in which the brand had real meaning and usually was a market leader. The problem is that many of those same associations can signal being old fashioned and are not relevant for today — particularly for the younger generation. Sometimes the decision is made to ignore the heritage because it takes the customer backwards instead of forward. However, the preferred solution often is to evolve it so that the heritage is relevant for today. So Betty Crocker remains a symbol, but has a contemporary look and modern attitude. L.L. Bean is still around the out-of-doors, but has shifted from hunting and fishing to camping and hiking.