| 词条 | David Aaker |
| 释义 |
| name = David Aaker | image = DavidAaker.jpg | alt = | caption = | birth_name = David Allen Aaker | birth_date = {{birth year and age|1938}} | birth_place = Fargo, North Dakota, U.S. | death_date = | death_place = | nationality = United States of America (USA) | other_names = | known_for = brand strategy | occupation = Vice Chairman at Prophet, consultant, author | relatives = Jennifer Aaker }}David Allen Aaker (born 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.[1] He serves as Vice Chairman of Prophet.[2] BiographyAaker 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 [3] and the currently the vice chairman of Prophet, a global brand and marketing consultancy firm, and an advisor to Dentsu, a Japanese advertising agency.[4][5] 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|date=July 2015}} Aaker was inducted into the New York American Marketing Association's Hall of Fame in 2015.[6] 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.[7] Aaker also has a regular column in American Marketing Association News called "Aaker on Branding".[8] Aaker was one of the eleven people included in the 2007 book Conversations with Marketing.[8] WorkAaker ModelAaker 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.[9] 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.[10] 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). PublicationsAaker is the author of more than 100 articles and 14 books on marketing and branding.[11][12]
References1. ^{{cite news |url=https://www.usatoday.com/story/money/personalfinance/2013/01/21/made-in-usa-trend/1785539/ |title=Made in USA makes comeback as a marketing tool |author=St. John, Olivia |work=USA Today |date=January 21, 2013}} 2. ^{{cite news|last1=Paul|first1=Sullivan|title=There’s More to Naming a Company After Yourself Than Ego|url=https://www.nytimes.com/2018/01/05/your-money/entrepreneur-namesake-business.html|accessdate=7 January 2018|work=New York Times|date=January 5, 2018}} 3. ^"Faculty and Executive Leadership Directory", Haas School of Business website, http://facultybio.haas.berkeley.edu/faculty-list/aaker-david 4. ^{{cite web|title=Business and Brand Consulting/Corporate and Visual Identity|url=http://www.dentsu.com/business/japan/marketing/consulting.html|website=Dentsu.com|publisher=Dentsu|accessdate=7 January 2018}} 5. ^{{cite news |url=http://ehis.ebscohost.com/ehost/detail?sid=c4db010d-cc02-4744-b3a4-9f16828f3d08%40sessionmgr111&vid=1&hid=102&bdata=JmF1dGh0eXBlPWdlbyZnZW9jdXN0aWQ9Z2FsaWxlbyZzaXRlPWVob3N0LWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#db=aqh&AN=16299360 |title=High-tech brands begin blazing new trail |author=Krauss, Michael |work=Marketing News |date=March 1, 2005}} 6. ^{{cite news|last1=Davis|first1=Scott|title=The Future Of Marketing: A Conversation With David Aaker, Colleague And Hall-of-Famer|url=https://www.forbes.com/sites/scottdavis/2015/05/04/the-future-of-marketing-a-conversation-with-david-aaker-colleague-and-hall-of-famer/#75762d896110|accessdate=7 January 2018|work=Forbes|date=May 4, 2015}} 7. ^{{cite web |url=http://revelationglobal.com/learning-center/david-aaker-of-prophet-presents-forget-brand-preference-win-the-brand-relevance-war/ |archive-url=https://web.archive.org/web/20120920081329/http://revelationglobal.com/learning-center/david-aaker-of-prophet-presents-forget-brand-preference-win-the-brand-relevance-war/ |dead-url=yes |archive-date=2012-09-20 |title=David Aaker of Prophet presents "Forget Brand Preference, Win the Brand Relevance War" |publisher=RevelationGlobal.com}} 8. ^{{cite book |last=Mazur |first=Laura |title=Conversations with Marketing Masters |year=2007 |publisher=Wiley |isbn=0470025913 |page=248 }} 9. ^{{cite web |url=http://www.personalbrandingblog.com/personal-branding-interview-david-aaker/ |title=Personal Branding Interview: David Aaker |author=Schawbel, Dan |publisher=PersonalBrandingBlog.com |date=January 13, 2011}} 10. ^1 {{cite book |last=Aaker |first=David |title=Building Strong Brands |year=1996 |publisher=Free Press |isbn=002900151X |page=400 }} 11. ^1 {{cite web |url=http://www.theadvertisingshow.com/en/art/1735/ |archive-url=https://web.archive.org/web/20120710071515/http://www.theadvertisingshow.com/en/art/1735/ |dead-url=yes |archive-date=July 10, 2012 |title=Author David Aaker Explains How Companies Should Beat Competitors by Making Them Irrelevant |author1=Forsythe, Brad |author2=Schilens, Ray |publisher=The Advertising Show |date=June 15, 2012 |df= }} 12. ^{{cite web |url=http://authors.simonandschuster.com/David-A-Aaker/1451364/books |title=Simon & Schuster Profile |publisher=SimonandSchuster.com}} External links
13 : 1938 births|Living people|Branding consultants|Business educators|American business theorists|Marketing theorists|American marketing people|Advertising theorists|American business writers|MIT Sloan School of Management alumni|Stanford University alumni|Haas School of Business faculty|Stanford Graduate School of Business alumni |
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