David A. Aaker
Professor of Marketing, Emeritus
Fax: (510) 643-1420
Email:
aaker@haas.berkeley.edu
EDUCATION
Ph.D. & M.S.,
Stanford University
B.S.,
MIT
RELEVANT EXPERIENCE
Vice Chairman, Prophet.
Prophet
is a management consultancy that helps create competitive advantage by creating and implementing integrated business, brand, and marketing strategies.
E.T. Grether Professor of Marketing and Public Policy,
Haas School of Business
,
University of California, Berkeley
, since 1994.
J. Gary Shansby Professor of Marketing Strategy,
Haas School of Business
,
University of California, Berkeley
, 1981-1994.
Chairman,
Haas Marketing Group
, 1982-1986.
RESEARCH INTERESTS
Brand Strategy.
Visual Imagery.
Metaphors.
TEACHING
BA 24 (Seminar in Consumer Behavior), Fall 1998.
BA 160 (Marketing), Fall 1996.
E268 (Brand Strategy) Fall 1998.
BA 268 (Brand Strategy) Fall 1998.
SELECTED PAPERS & PUBLICATIONS
Brand Portfolio Strategy, The Free Press, 2004.
"The Power of Brand Differentiator",
MIT Sloan Management Review
, Fall 2003.
Abstract
Building Strong Brands
, The Free Press, 1995.
Managing Brand Equity
, The Free Press, 1991.
Developing Business Strategies, Fifth Edition
, John Wiley & Sons, 1998.
Strategic Market Management, Fifth Edition
, John Wiley & Sons, 1998.
"Should You Take Your Brand to Where the Action Is?"
Harvard Business Review
v75, n5 (Sep/Oct 1997):135-143.
Abstract.
"Building Brands Without Mass Media," with Eric Joachimsthaler,
Harvard Business Review
v75, n1 (Jan/Feb 1997):39-50.
Abstract.
"The Financial Information Content of Perceived Quality," with Robert Jacobson,
Journal of Marketing Research
, May 1994, pp. 191-201.
Abstract.
"The Saturn Story: Building a Brand,"
California Management Review
, Winter, 1994.
Abstract.
Last updated on March 7, 2004
