Aaker On Brands

Hailed “The Father of Modern Branding,” David Aaker is Vice Chairman of Prophet, creator of the Aaker Model, and a revered author, speaker and thought leader.

David Aaker is a recognized authority on branding and has received numerous awards for his lifetime contributions to the fields of marketing and brand strategy.


Three Branding Trends to Know for 2022

Launching products and services in new subcategories is increasing, fueled by AI and social commerce.

Aaker’s Brand Equity Model

David Aaker’s Brand Equity Model was introduced in his 1991 book “Managing Brand Equity,” setting the stage for marketing leaders to advocate for shifting from an emphasis on tactical measures like sales to strategic measures like brand equity, which can indicate long-term profitability.

A Lifetime of Achievement