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David Aaker - Vice-Chairman of Prophet, Professor Emeritus, UC Berkeley & Author of "Brand Relevance: Making Competitors Irrelevant"

David Aaker

Profile updated May 19, 2026
LocationTravels from San Francisco, CA, USA
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$30,000 - $50,000
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About David Aaker

Philip Kotler
Brandon Steiner
Sergio Zyman
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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)

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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 ...

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