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

Berkeley, CA, USA

David Aaker Biography

David Aaker is a marketing professor emeritus at the University of California, Berkeley Haas School of Business, known for his foundational work in brand strategy and brand equity. Aaker's research has focused on defining brand equity and developing methods for building and managing brands and brand portfolios. His analysis, supported by statistical rigor, contributed to a shift in how businesses approached branding, particularly during periods of significant organizational change and competition.

Aaker authored "Managing Brand Equity," which defined the concept of brand equity at a time when no standard definition existed. His subsequent book, "Building Strong Brands," introduced the Aaker Model, a framework adopted by numerous organizations to guide brand management. The Aaker Model conceptualizes brand equity as a combination of brand awareness, brand loyalty, and brand associations. His book "Brand Relevance: Making Competitors Irrelevant" was recognized by Advertising Age and Strategy and Business for its impact on marketing thought leadership. Additional works include "Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age," "Creating Signature Stories," and "The Future of Purpose-Driven Branding," which address topics such as innovation, digital transformation, and purpose-driven brand strategy.

Aaker has published more than 100 articles and 18 books on marketing theory and practice, with eight focused on branding. His publications have sold over one million copies and have been translated into 18 languages. He has received multiple awards for his contributions to marketing, including the Paul D. Converse Award, the Vijay Mahajan Award, the Buck Weaver Award, the Sheth Foundation Medal, and induction into the NYAMA Marketing Hall of Fame and the American Marketing Association Hall of Fame. He has also been recognized for best articles in California Management Review and Journal of Marketing.

Aaker serves as vice chairman of Prophet, a global marketing and branding consultancy, and as an executive advisor to Dentsu. He has shared his expertise through speaking engagements across Europe and Asia, including Norway, Sweden, Germany, Spain, Finland, Japan, Taiwan, and Korea. As a branding consultant, speaker, and thought leader, Aaker continues to contribute insights on brand strategy, marketing innovation, and business growth through conferences, his blog, and as a LinkedIn Influencer.

BOOK David Aaker

Speaker profile last updated by AAE Talent Team on 06/01/2026.

David Aaker Speaking Topics

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

  • Creative Signature Stories (The best way to breakthrough is with stories)

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David Aaker Videos

Masters Speak | Winning in Post Coronavirus Digital World with Mr ...

Masters Speak | Winning in Post Coronavirus Digital World with Mr ...

Business & individual transformation is going to be the game-changer in times to come. Learn how to create path-breaking transformational strategies...

David Aaker at Berkeley Haas | Owning Game-Changing ...

David Aaker at Berkeley Haas | Owning Game-Changing ...

Our People: Meet David Aaker

Our People: Meet David Aaker

David Aaker, hailed the “Father of Modern Branding,” serves as Vice Chair at Prophet, a global marketing and branding consultancy. He’s a...

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David Aaker is a keynote speaker and industry expert who speaks on a wide range of topics such as Owning Game-Changing Subcategories (The only way to grow—need an exemplar brand to position, scale and build barriers around the new subcategory), Creative Signature Stories (The best way to breakthrough is with stories) and Aaker on Branding (the four big ideas in branding). The estimated speaking fee range to book David Aaker for your event is $30,000 - $50,000. David Aaker generally travels from Berkeley, CA, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Philip Kotler, Brandon Steiner, Sergio Zyman, Josh Linkner and Don Peppers. Contact All American Speakers for ratings, reviews, videos and information on scheduling David Aaker for an upcoming live or virtual event.

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