LNB autoritātes
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Iet uz Dom saiti
Iet uz Dom xml datiem
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David_Aaker
Iet uz wiki rakstu
- David Allen Aaker (born February 11, 1938) is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy.[2] He serves as Vice Chairman of the San Francisco-based growth consulting company Prophet.[3]
- Aaker received his SB in Management from the MIT Sloan School of Management and then his MA in Statistics and PhD in Business Administration at Stanford University.
- He is the E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of Business [4] and the currently the vice chairman of Prophet, a global brand and marketing consultancy firm, and an advisor to Dentsu, a Japanese advertising agency.[5][6]
- He has been awarded three career awards for contributions to the science of marketing: The Paul D. Converse Award; The Vijay Mahajan Award; and The Buck Weaver Award.[citation needed] Aaker was inducted into the New York American Marketing Association's Hall of Fame in 2015.[7]
- Aaker has won the award for "best article" in the California Management Review and in the Journal of Marketing (twice). His book, Brand Relevance: Making Competitors Irrelevant, was named among the "Ten Marketing Books You Should Have Read" by Advertising Age in 2011 and named one of the top 3 marketing books of the year by Strategy and Business.[8] Aaker also has a regular column in American Marketing Association's Marketing News called "Aaker on Branding".[9]
- Aaker was one of the eleven people included in the 2007 book Conversations with Marketing Masters.[10]
- Aaker is the creator of the Aaker Model, a marketing model that views brand equity as a combination of brand awareness, brand loyalty, and brand associations.[11] The model outlines the necessity of developing a brand identity, which is a unique set of brand associations representing what the brand stands for and offers to customers an aspiring brand image.[12]
- Aaker primarily sees brand identity as consisting of 8–12 elements which fall under four perspectives:
- Aaker first introduced the model in his book Building Strong Brands (1996).
- Aaker is the author of more than 100 articles and 14 books on marketing and branding.[9][13]