David A. Aaker Quotes

United States, Consultant
1938

David Allen Aaker 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. He serves as Vice Chairman of Prophet.

Also known as Professor

Branding adds spirit and a soul to what would otherwise be a robotic, automated, generic price-value proposition. If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.

David A. Aaker
- Spirit
- Creation
- Personal
A brand strategy can enable, sometimes crucially, the potential of an innovation to be realised. There are times when you literally need to brand it or lose it.

David A. Aaker