Brand Relevance: Making Competitors Irrelevant

DAVID AAKER is Vice-Chairman of Prophet (www.prophet.com), an executive advisor to Dentsu Inc., and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley.  One of the world’s leading gurus on branding and the winner of three awards for lifetime contributions to the science of marketing, he has published over 100 articles and fourteen books, including Strategic Market Management (Wiley), which have been translated into eighteen languages.  Named as one of the top five most important marketing/business gurus in 2007, Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing.  He has a regular column in AMA marketing News called “Aaker on Branding.”  He lives in Berkeley, California.