MarcomBest 11-14 November 2013
Location: National Convention Center, Hanoi, Vietnam
David Allen Aaker

David Allen Aaker
Famous author of best selling book
 “Brand Relevance: Making Competitors  Irrelevant”





Day Two: November 13th

Brand Preference v/s Relevance in Today's World

David Allen Aaker (born 1938) is an author, consultant, keynote, and well known marketing expert with a particular focus on brand strategy. He is currently the Vice Chairman of Prophet, a global brand and marketing consultancy firm, Professor Emeritus at the University of California, Berkeley's Haas School of Business, and an advisor to Dentsu, a major Japanese advertising agency.

Aaker received his B.S. in Management from the MIT Sloan School of Management and subsequently attended Stanford University where he received his M.A. in Statistics and Ph.D in Business Administration.

He is currently E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of Business  and consults exclusively for Prophet clients.

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. 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.

Aaker primarily sees brand identity as consisting of 8-12 elements which fall under four perspectives:

  • Brand as Product - consists of product scope, product attributes, quality or value of the product, uses, users and country of origin.
  •  Brand as Organisation - consists of organizational attributes, local workings versus global activities.
  •  Brand as Person - consists of brand personality and customer-brand relationships.
  •  Brand as Symbol - consists of audio and visual imagery, metaphorical symbols and brand heritage.

Aaker first introduced the model in his book Building Strong Brands, which was published in 1996.

Aaker is the author of more than 100 articles and 14 books on marketing and branding.[8][9] He is the author of five books on branding and brand management, including the recent Brand Relevance: Making Competitors Irrelevant'.

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.

Aaker also has a regular column in American Marketing Association News called “Aaker on Branding".

He has been awarded three career awards for contributions to the science of marketing:

  •     The Paul D. Converse Award
  •     The Vijay Mahajan Award
  •     The Buck Weaver Award

He has also won awards for the best article in the California Management Review and (twice) in the Journal of Marketing.

Aaker was featured in the 2007 book Conversations with Marketing, which features insights from other top marketing minds in the world such as Philip Kotler, Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, Al Ries, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout and Lester Wunderman.