David Aaker

David Aaker, born on February 11, 1938, is a prominent American organizational theorist and marketing expert, often referred to as the "Father of Modern Branding." He currently serves as the Vice Chairman at Prophet, a global consultancy specializing in brand strategy and growth consulting, a position he has held since November 1999.124

Education and Academic Career

Aaker received his SB in Management from the MIT Sloan School of Management and later earned both an MA in Statistics and a PhD in Business Administration from Stanford University. He is also a Professor Emeritus at the Haas School of Business at the University of California, Berkeley, where he has been teaching since 1970.234

Contributions to Marketing

Aaker is best known for developing the Aaker Model, which outlines brand equity as a combination of brand awareness, loyalty, and associations. His influential books include Managing Brand Equity, Building Strong Brands, and Brand Relevance: Making Competitors Irrelevant, among others. His works have sold over one million copies and have been translated into 18 languages.246

Awards and Recognition

Throughout his career, Aaker has received several prestigious awards, including induction into the American Marketing Association Hall of Fame in 2015 for his lifetime achievements in marketing.34 He has also been recognized with multiple career awards for his contributions to marketing science.

Thought Leadership

In addition to his consulting role at Prophet, Aaker actively shares insights through various platforms including his blog and publications. He emphasizes the importance of purpose-driven branding and innovative strategies for brand growth in today's rapidly changing market landscape.56