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David Aaker - Brand Strategy & Marketing Thought Leader; Professor Emeritus at Berkeley Haas; Author of "Managing Brand Equity"

David Aaker

Profile updated June 1, 2026
LocationTravels from Berkeley, CA, USA
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$30,000 - $50,000
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About David Aaker

Philip Kotler
Don Peppers
Geoffrey Moore
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Speech topics

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Owning Game-Changing Subcategories (The only way to grow—need an exemplar brand to position, scale and build barriers around the new subcategory)

Speaking videos

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Media coverage

4 Questions About Consumer Trust | Fast Company | Business + ...

Leading branding expert David Aaker recently said our argument only applies to categories like television, computers, cars, restaurants, movies, and hotels.

Why brands are becoming less valuable - The Globe and Mail

As David Aaker and other scholars have pointed out over the years, brand equity has four components: awareness, perceived quality, mental associations, and ...

Books by David Aaker

Owning Game-Changing Subcategories Uncommon Growth in the Digital Age - Book by David Aaker

Owning Game-Changing Subcategories Uncommon Growth in the Digital Age” (2020)

Owning Game-Changing Subcategories Uncommon Growth in the Digital Age

From Fargo to the World of Brands My Story So Far - Book by David Aaker

From Fargo to the World of Brands My Story So Far” (2005)

From Fargo to the World of Brands My Story So Far

Building Strong Brands - Book by David Aaker

Building Strong Brands” (2002)

Building Strong Brands

Aaker on Branding The Playbook to Building Strong Brands - Book by David Aaker

Aaker on Branding The Playbook to Building Strong Brands” (2025)

Aaker on Branding The Playbook to Building Strong Brands

Aaker on Branding 20 Principles That Drive Success - Book by David Aaker

Aaker on Branding 20 Principles That Drive Success” (2014)

Aaker on Branding 20 Principles That Drive Success

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