David Aaker
About David Aaker
Speech topics
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
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
“The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society” (2022)
Today’s firms need a social effort that is serous and impactful to be relevant. It’s not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering—the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it.
“Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires” (2018)
Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires
“Aaker on Branding: 20 Principles That Drive Success” (2014)
“Brand Relevance: Making Competitors Irrelevant” (2011)
“Building Strong Brands” (2010)
Building Strong Brands
At a glanceDavid Aaker
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