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