Faculty & Research

Faculty and Executive Leadership Directory

David A Aaker

E.T. Grether Professor Emeritus of Marketing and Public Policy
Haas Marketing Group
Email: click on the envelope icon below for full email address
Academic Status: Emeritus
Office Hours: None
Personal Homepage: http://www.davidaaker.com/
Curriculum Vitae (in PDF format, Acrobat Reader required)
LinkedIn Profile


PhD, Business Administration, Stanford University
MS, Statistics, Stanford University
BS, Management, Massachusetts Institute of Technology


Positions Held

At Haas since 1968
1999 – present, Vice Chairman, Prophet
1994 – present, E.T. Grether Professor of Marketing Strategy (Emeritus since 2000)
1981 – 1994, J. Gary Shansby Professor of Marketing Strategy
1970 – 1981, Professor, Haas School of Business
1982 – 1986, Chair, Marketing group

External Service and Assignments

  • Board of Directors, Food Bank of Contra Costa and Solano County
  • Serves on the following editorial boards : Journal of Strategic Marketing, Marketing Management, The Journal of Brand Management, Strategy & Leadership, and The Russian Management Journal
  • Board of Directors, California Casualty Insurance Company

Current Research and Interests

  • Brand and brand building
  • Brand portfolio strategy
  • Global brand management

Selected Papers and Publications

  •  Aaker on Branding, New York: Morgan James, 2014.
  • “Four Ways Digital Woks to Build Brands and Relationships.” Journal of Brand Strategy, Spring 2014, pp. 37-48.
  • “Win the Brand Relevance Battle and then Build Competitor Barriers.” California Management Review, Winter 2012, 1-15. (Ranked among the top five most frequently downloaded articles during the year covering 2012-2013).
  • “Find the shared interest: A route to community activation and brand building.” Journal of Brand Strategy, Summer 2013, pp. 134-145.
  • Brand Relevance: Making Competitors Irrelevant, Jersey Boss, 2011
  • Author of over 100 articles and 14 books, including Brand Portfolio Strategy (2004, The Free Press) and From Fargo to the World of Brands (2006, Iceni Books).
  • Spanning Silos. Harvard Business Press, 2008.
  • “Winning by Creating New Categories.” Wall Street Journal, The Journal Report, September 2007.
  • “Innovation: Brand It or Lose It.” California Management Review, Fall 2007.
  • “Peeling Back the Layers on Innovation.” BrandWeek, 1 May 2006, 24.
  • “Brands to the Power of Two,” with Christian Dorffer. Brand Strategy, April 2006, 30-31.
  • “The Relevance of Relevance: Innovating Brands in Fast-Moving Markets.” Strategy + Business, Spring 2004.
  • “Brand Marketing in Slow Growth Markets: The Internet as Integrator.” Strategy + Business, Spring 2004.
  • “The Power of Branded Differentiator.” MIT Sloan Management Review (Fall 2003): 83-92. An Adaptation apperared in Wirtschaftswoche, April 2004. Abstract.

Honors and Awards

  • American Marketing Association’s Marketing Hall of Fame Inductee for outstanding contributions to the field of marketing, 2015
  • Innovative Contributions to Marketing, Marketing Management Association, 2005
  • MIT Buck Weaver Award for contributions to the advancement of theory and practice in marketing science, 2004
  • Vijay Mahajan Award for career contributions to marketing strategy, 2000
  • Fellow, World Economic Forum at Davos, 1999-2000
  • Paul D. Converse Award for outstanding contributions to the development of the science of marketing, 1996
  • 1995 Pacific Telesis Award for best article in the California Management Review
  • Award for best article contributed to the Journal of Marketing twice, 1985 & 1987

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