David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing.
Aaker on Branding—6 Big Ideas
The concept of brand equity and the science and practice of building and managing brands have now been with us for over a quarter century. Taking stock, what are the most powerful and impactful ideas that have emerged during that time?
Aaker has drawn from his 6 books on branding and a dozen articles to define six really big ideas that create advantages and build brands in tough market places.
Does Technology Innovation Trump Brand Principles?
The second half of the morning will be a panel discussion with professor Aaker and seasoned brand managers (and you) sharing challenges and successes in implementing these brand principles in Bay Area companies.
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