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Aaker on Branding: 20 Principles That Drive Success
 
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Featuring: David Aaker, Professor Emeritus, Haas School of Business, and Vice Chairman of Prophet Drawing from his new book, Aaker on Branding: 20 Principles that Drive Success, David Aaker will discuss what you need to know to create and manage strong brands. He'll comment on both the history and the future of branding, touching on the power of brand as asset, the role of a brand vision, the importance of innovation, and the need to change the focus from the offering to what the customer is passionate about.
Marketing Guru David Aaker, "Brand Relevance"
 
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Marketing guru and Haas Professor Emeritus David Aaker talks about his new book, Brand Relevance, as part of the David Aaker Distinguished Speaker Series. In this event at the University of California, Berkeley's Haas School of Business, Aaker describes a competitive strategy of developing innovative offerings that make competitors irrelevant. The University of California Berkeley Haas School of Business is one of the world's leading producers of new ideas and knowledge in all areas of business - which includes the distinction of having two of its faculty members receive the Nobel Prize in Economics over the past 15 years. The school offers six degree-granting programs. Its mission is to develop innovative business leaders - individuals who redefine how we do business by putting new ideas into action, and who do so responsibly. The school's distinctive culture is defined by four key principles - question the status quo; confidence without attitude; students always; and, beyond yourself. Visit our website at http://haas.berkeley.edu
Views: 74229 Berkeley Haas
Berkeley Haas Dean's Speaker Series - David Aaker: "The Power of Brand Personality"
 
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David Aaker, E.T. Grether Professor Emeritus of Marketing and Public Policy, Berkeley-Haas Professor will speak on "The Power of Brand Personality" Aaker will discuss a remarkably useful perspective on your brand—namely brand personality. It can elevate the understanding of customer motivation, self-expressive benefits, and customer attachment to a brand. It can even be the key to communicating functional benefits. Brand personality can be traced to the colorful era of motivation research which provided both theoretical and methodological basis for using the concept.
Views: 1455 Berkeley Haas
David Aaker on "Brand Relevance"
 
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David Aaker discusses key concepts from his newly-released book, "Brand Relevance: Making Your Competitors Irrelevant." Follow Dave on Twitter: @davidaaker, or read his blog here: www.aakeronbrands.com
Views: 5539 Prophet
Aaker's Brand Personality Model: A Modern Case Study
 
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It's been 20 years since Jennifer Aaker published her 1997 study 'Dimensions of brand personality' in the Journal of Marketing Research. Unlike a lot of theoretical marketing concepts born out of the 20th century, Aaker's model has somewhat stood the test of time. Link to blog post - http://trendjackers.com/brand-personality-case-study/
Views: 2466 Trendjackers
David Aaker & Jennifer Aaker: The Power of Signature Stories at Gap Inc. March 2017
 
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What is your signature story? A signature story is intriguing, authentic and involving. If offers a strategic message that enhances a brand, customer relationship, organization, business strategy and even an individual’s core values or traits. It can become an asset that serves an organization or an individual. Learn how to create your signature story, keep it alive, and make it work for you in your career and life. About David Aaker: David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing, the most recent being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies and include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, and his latest book Aaker on Branding. Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. A columnist for AMA’s Marketing News, he regularly blogs at davidaaker.com and LinkedIn. Aaker holds a BS in Management from Massachusetts Institute of Technology, an MS in Statistics from Stanford University, and a PhD in Business Administration from Stanford University. About Jennifer Aaker: Jennifer Aaker is a social psychologist who studies time, money and happiness – specifically how people chose to spend their time and money, and when and why those choices are associated with lasting value. She also focuses on how small acts can create significant change, and how those effects can be fueled by digital and social media. Together with her husband, she co-authored the award-winning book “The Dragonfly Effect: Quick, Effective and Powerful Ways to Use Social Media to Drive Impact.” She teaches courses at Stanford’s Graduate School of Business on global brand building, designing story in a digital world, and power of story, and serves on the Advisory Board of several private companies and early stage startups such as ADAY to Google X. The recipient of numerous prestigious awards, Jennifer’s research has been featured in a variety of media including the Economist, Science, and the New York Times. She counts winning a dance-off in the 1980s, establishing a reputation of cooking poorly, and raising her three children, Cooper, Devon and Tea Sloane, as her biggest accomplishments (although not necessarily in that order). Jennifer holds a BA in Psychology from UC Berkeley and a PhD in Marketing from Stanford University.
Aaker
 
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Views: 3120 Charel Schmit
Brand Relevance
 
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Author and branding guru David Aaker reveals how successful companies can keep their brands relevant in his newest book, "Brand Relevance."
Views: 430 Wiley
David Aaker, Tracking Brands in Japan  - Haas School
 
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David Aaker, Marketing Professor Emeritus, Tracking Brands in Japan-Learnings," the annual David Aaker Distinguished Lecture Series in Marketing co-sponsored by the Deans Speaker Series, the MBA Marketing Club, and the Undergraduate Marketing Club. Presented at the Haas School of Business, UC Berkeley. Introductions: Rich Lyons, Bank of America Dean, Haas School. (April 14, 2010) The University of California Berkeley Haas School of Business is one of the world's leading producers of new ideas and knowledge in all areas of business - which includes the distinction of having two of its faculty members receive the Nobel Prize in Economics over the past 15 years. The school offers six degree-granting programs. Its mission is to develop innovative business leaders - individuals who redefine how we do business by putting new ideas into action, and who do so responsibly. The school's distinctive culture is defined by four key principles - question the status quo; confidence without attitude; students always; and, beyond yourself. Visit our website at http://haas.berkeley.edu
Views: 5342 Berkeley Haas
The Brand Relevance Index: What Leading Brand Thinkers Really Think
 
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For the full interview, check out our article: http://buff.ly/2dlQlA4 We talk to Andrew Pierce, President of Prophet, US, about the Brand Relevance Index, a relatively new effort to extend and apply the work of Prophet Vice Chairman David Aaker to a wider practice (for a look at the theory beyond the practice, refer to Aaker’s book Brand Relevance).
Views: 651 Brandingmag
David Aaker: "Forget Brand Preference: Win at Brand Relevance"
 
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Prophet Vice Chairman David Aaker explains how the key to powerful growth is to forget the traditional focus on shopper preference and Win at Brand Relevance ­ by creating must-have products in all-new categories and subcategories. In this BrandSquare Live Session, Aaker explains that brand relevance is essential with today's hyper-connected shoppers and hyper-competitive marketplace. He discusses: * How to identify and create "must have" products in new categories and sub-categories. * How to manage the perceptions of these products by treating them as brands. * How to create barriers competition by supporting innovation at every level of the organization. With today¹s laser focus on in-category growth and competitors¹ moves, it¹s easy to forget about real innovation and strategies for staying ahead. Change how you view and manage your brands. Don't miss another BrandSquare Live Session. Become a member today at http://www.brandsquare.com.
Views: 2618 BrandSquare
The Brand Race: How to Rise Above the Competition, featuring Dr. David Aaker
 
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Incremental product improvements to promote “my brand is better than your brand” have little impact on the market dynamics affecting market share. In industry after industry, the brand race is won instead by substantial innovations that define new categories or subcategories and thus make competitors irrelevant.
What is Brand Equity?
 
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Welcome to the Investors Trading Academy talking glossary of financial terms and events. Our word of the day is “Brand Equity”. Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well-known name. One situation when brand equity is important is when a company wants to expand its product line. If the brand's equity is positive, the company can increase the likelihood that customers will buy its new product by associating the new product with an existing, successful brand. For example, if Campbell's releases a new soup, it would likely keep it under the same brand name, rather than inventing a new brand. The positive associations customers already have with Campbell's would make the new product more enticing than if the soup had an unfamiliar brand name. Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one, however, the brand is said to have negative brand equity. This might happen if a company had a major product recall or caused a widely publicized environmental disaster. By Barry Norman, Investors Trading Academy
9.3 Brand Equity By Aaker
 
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9.3 Brand Equity By Aaker
Views: 401 beeclub9
Building Strong Brands
 
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After working with more than 500 brands over the past 20 years, we've seen a lot of change. Capturing market share is becoming more elusive. Marketing investments must work harder than ever before, and creating relevant brand connections has become increasingly complex. What hasn't changed, though, is the fundamental purpose of a brand: To inspire how people feel, influence how they behave, and compel them to act.
Views: 14013 Prophet
David Aaker: The Anatomy of a Signature Story
 
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What are the four elements of an effective signature story? David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing, the most recent being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies and include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, and his latest book Aaker on Branding. Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. A columnist for AMA’s Marketing News, he regularly blogs at davidaaker.com and LinkedIn. Aaker holds a BS in Management from Massachusetts Institute of Technology, an MS in Statistics from Stanford University, and a PhD in Business Administration from Stanford University.
Berkeley Haas Dean's Speaker Series - David Aaker: "Why a Higher Purpose?"
 
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David Aaker, E.T. Grether Professor Emeritus of Marketing and Public Policy, Berkeley-Haas gave a captivating speech at the Berkeley-Haas Dean Speaker's Series on April 11, 2017. Professor Aakar discussed a remarkably useful perspective on your brand—namely brand personality. Brand Personality can elevate the understanding of customer motivation, self-expressive benefits, and customer attachment to a brand; it can even be the key to communicating functional benefits. Brand personality can be traced to the colorful era of motivation research which provided both theoretical and methodological basis for using the concept. Professor Aaker blends success stories with interesting facts in this wonderful presentation on companies that are leading the way in the field of social impact. For more on the Dean Speaker Series: http://www.haas.berkeley.edu/haas/about/deansspeakers.html
Views: 1452 Berkeley Haas
Marketing Prof. Emeritus David Aaker: Six Big Ideas from the Branding Era
 
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David Aaker, renowned marketing guru, Vice Chairman of Prophet, and Haas Marketing Professor Emeritus, speaks about his decades of pioneering work on branding at his annual talk at Berkeley-Haas. Aaker comments on both the history and the future of branding, touching on the power of "brand as asset," the role of a brand vision, the importance of innovation, and the need in today's Digital Age to change the focus from the offering to what the customer is passionate about. This talk was part of the Dean's Speaker Series. (April 21, 2014)
Views: 16408 Berkeley Haas
Brand Equity - Marketing Management Video Lecture by Prof. Vijay Prakash Anand
 
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"MARKETING MANAGEMENT MASTERCLASS" Course Link and Discount Code: https://www.udemy.com/marketing-management-masterclass/?couponCode=MARKETINGYT In this video, I have talked about Brand Equity. ................................................................................................ Web: www.marketingbyvijay.com Check out my blog: https://marketingbyvijay.wordpress.com/ Like my Facebook Page: https://www.facebook.com/marketingbyv... Please send your queries, feedback and suggestions on [email protected]
Views: 8125 Marketing by Vijay
Dueling Professors: Jennifer Aaker and Dave Aaker in Conversation
 
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Dave Aaker, vice chairman of Prophet, a global consultancy, and Prof. Jennifer Aaker take on the shifting role of marketing. The two, father and daughter, discuss their respective research on brand, marketing, giving and social media - as as well the impact they have had on each other. Dave Aaker is professor emeritus of the Haas School of Business, UC Berkeley. http://faculty-gsb.stanford.edu/aaker/ http://www.prophet.com/about/management/aaker.html March 9, 2009
The Impact of Signature Stories For Brands with Prophet’s David Aaker
 
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In his new book, “Creating Signature Stores: Strategic Messaging that Energizes, Persuades, and Inspires,” Prophet’s Vice Chairman David Aaker discusses the importance of introducing stories into the communication process. When it comes to brands, stories are more important than facts. Why? Because stories are orders of magnitude more capable of getting attention, changing perceptions, creating feelings, changing attitudes, stimulating and inspiring action, and creating energy and visibility. Pick up a copy of “Creating Signature Stories” by David Aaker to learn more about brand stories. Learn more at signaturestoriesbook.com.
Views: 1009 Prophet
Marketing Guru David Aaker, Brand Relevance   Berkeley Haas
 
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We are a group of Entrepreneurs that help the Average Person to learn how to brand themselves, by offering over $1000 of "FREE" Coaching to get them started on their journey to creating wealth for themselves.
Views: 23 Ron Bush
What is Your Signature Story? - David Aaker
 
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Extensive research shows that stories communicate many times more effectively than facts. Professor Emeritus David Aaker's talk tells how the power of stories can be used strategically as well as tactically. A signature story is an intriguing, authentic, involving story with a strategic message that enhances the brand, the customer relationship, the organization, and/or the business strategy. It can become an asset that serves an organization internally and externally. You too should have a set of signature stories. David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing, the most recent being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies and include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, and his latest book Aaker on Branding. Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand strategy, he has been an active consultant and speaker throughout the world. A columnist for AMA's Marketing News, he regularly blogs at davidaaker.com and LinkedIn.
“Lessons in Building and Managing Strong Brands.” – Kevin Lane Keller of Dartmouth College
 
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Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Keller’s impressive academic resume includes degrees from Cornell, Duke, and Carnegie-Mellon universities, award-winning research, and faculty positions at Berkeley, Stanford, and UNC. Through the years, he has served as brand confidant to marketers for some of the world’s most successful global brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Procter & Gamble, Samsung, and Starbucks. His textbook, Strategic Brand Management, in its 4th edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” He is also the co-author with Philip Kotler of the all-time best selling introductory MBA marketing textbook, Marketing Management, now in its 15th edition. From July 1, 2013 to July 1, 2015, he served as the Executive Director of the Marketing Science Institute.
David Aaker Professor Emeritus, Berkeley Haas School of Business
 
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On February 13, 2018, David Aaker, Berkeley Haas Professor Emeritus of Marketing, spoke at the Berkeley-Haas School of Business. He shared lessons on seeking out, developing, and utilizing signature stories to communicate a company's story and values.
Views: 387 Berkeley Haas
David Aaker - Brand Relevance - QSP Summit 2011
 
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QSP Summit 2011 - V Conferência Internacional "Leading Through Marketing Innovation" - orador David Aaker. David Aaker é Vice-Chairman da Prophet Brand Strategy, Professor Emérito de Marketing Estratégico na Haas School of Business, na Universidade da Califórnia em Berkeley e consultor da empresa Dentsu Inc. Apresentou o tema "Brand Relevance" indicando que o sucesso em mercados dinâmicos depende da gestão da Relevância. A estratégia passa por enfraquecer a concorrência na preferência da Marca através do desenvolvimento de ofertas inovadores que criem novas categorias e subcategorias para que os concorrentes se tornem irrelevantes. As duas peças para evitar a perda de Relevância são a certeza de que a empresa entrega o que o consumidor compra e a energia para ser considerada no momento da decisão de compra. Estas peças enfrentam desafios das marcas que procuram alcançar uma posição relevante numa nova categoria ou subcategoria.
Philip Kotler on the importance of brand equity
 
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What is the difference between brand equity and brand valuation? Why is it that CEOs should focus on the movement of their brand equity? How reputation relates to brand - and what the factors are that build your reputation as a company You can't compensate for poor products! Learn what the 6 handles are for managing your brand.
Views: 28439 LeadersIn
Brand Equity
 
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Brand equity is based on the extent to which a brand has high loyalty. visit: www.b2bwhiteboard.com
Views: 33413 B2Bwhiteboard
David Aaker, Haas Professor Emeritus  "Three Threats to Relevance—Strategies that Work"
 
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Haas Professor Emeritus and one of the world's top marketing strategists, David Aaker discusses why creating brand relevance, not brand preference, is the key to developing competitive marketing strategies.
Views: 2167 Berkeley Haas
Realization of Brand Personality
 
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Transcription: In 2015, Apple was ranked the most valuable brand in the world with a $145.3 billion valuation. Ranked third, Google’s brand was assessed at $65.6 billion, which is even greater than their revenue in the same year. Even though a brand is an intangible asset, it’s arguably the most valuable a company owns. One factor that contributes to its equity is brand personality, which is a set of human characteristics that consumers attribute to a brand based on any part of the company they perceive. In addition to increasing brand value, a well-developed brand personality helps recognize and relate to a company’s target market across cultural boundaries. It also aids in identifying companies with similar audiences to form marketing partnerships. Moreover, brand personality increases the number of things consumers associate with a company and the frequency they’re reminded of it in their day-to-day lives. All things considered, a strong personality distinguishes a brand from its competitors. To better understand brand personality, social psychologist Jennifer Aaker outlined five dimensions that should be seen as spectrums – excitement, sincerity, ruggedness, competence, and sophistication. Every marketable entity is measurable on each spectrum. Companies on the high ends embody those dimensions while those on the low ends have different, not inferior, personalities. Brands closer to the middle have less identity and effectiveness. Now let’s look more closely at each of the five dimensions. Firstly, the dimension of excitement is daring, spirited, imaginative, and up-to-date. On the high end, Red Bull is a prime example. From the head-butting bulls on their logo to their slogan’s promise to “give you wings”, they sell exhilaration. Coca-Cola, on the contrary, is on the low end of the spectrum because it’s more traditional, timeless, and classic. It appeals to a tamer audience than its highly exciting counterparts. As the fourth most valuable brand in the world, Coca-Cola shows that being low on a scale is not a bad thing. Next, companies high in sincerity are projected as down-to earth, honest, wholesome, and cheerful. They appeal mainly to family-oriented and small-town markets. One example is the Disney channel. It shows friendly, kid-appropriate programs like Austin and Ally. On the other end of the sincerity spectrum, companies embody an edgier, uninhibited persona like MTV. They appeal to a much more mature audience than their highly sincere counterparts with unwholesome shows like Jersey Shore. The third dimension of brand personality, ruggedness, analyzes how outdoorsy or tough a brand is perceived to be. Companies high on this spectrum are masculine, western, and marketed primarily toward men. On the opposite end, brands are soft, feminine, and marketed primarily toward women. Old Spice is high on this spectrum with ads showing exaggerated, muscular men promising to make customers manlier while dove shows natural, curvy women promising to make customers feel beautiful. Another measure of brand personality is competence. Entities high on this scale project reliability, intelligence, and success while companies lower might promote compassion, open-mindedness, or equality. The right wing is high on the spectrum because it promises voters strength and stability by legislating a powerful military, traditional ideals, and fiscal freedom. The left wing, on the other hand, supports public welfare programs, progressive ideals, and a regulated economy to create peace and fairness. Lastly, sophistication is the quality of being upper class and charming. Companies on the high end sell to those who believe high prices equal high quality and status. To demonstrate, Gucci’s website sells one pair of men’s jeans, and it is listed at $990.00. Conversely, the Levi’s website offers men hundreds of jean options for as low as $16.90. They, as well as other brands low in sophistication, have relatively low prices to appeal to the working-class. In place of glamour and status, they sell practicality. In conclusion, Jennifer Aaker’s five dimensions – excitement, sincerity, ruggedness, competence, and sophistication – provide a framework for better understanding brand personality. If well-defined, a brand personality creates a connection to consumers that differentiates their products or services and increases memorability. Using this knowledge, an owner or marketing team can develop and implement a strategic marketing direction to create a valuable brand and ultimately a successful business.
Views: 3179 Mollie Garcia-Cash
Three Branding Trends You Need to Know - David Aaker
 
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Webinar featuring David Aaker, University of California, Berkeley. According to David Aaker, branding is now facing three paradigm-shifting trends, all market driven. The first is a shift from “my brand is better than your brand” marketing to subcategory competition. The second is a shift from communication about a brand, offering, or firm to content the customer is really interested in—the customer's “sweet spot.” The third is the rise of higher purpose objectives that have become a central part of the competitive battlefield. In this webinar, Aaker discusses these branding trends and offer his perspective on how marketers today must respond.
Brand Resonance Model
 
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A discussion of the Brand Resonance Model.
Views: 45764 DrKC2010
The Power of Storytelling: Making Brands Come to Life
 
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In the webinar, Prof. Jennifer Aaker and David Hornik of August Capital discuss the importance of stories in fueling growth and innovation in your company as well as the role of stories in shaping how others view your brand. To learn more about Prof. Aaker's course and further your understanding of brand storytelling and innovation visit: http://create.stanford.edu/courses/power-of-stories.php In an environment characterized by 24/7 news cycles and interconnected customers with the power to rapidly communicate their likes and dislikes to millions at the push of a button, organizations are challenged to keep their brands fresh, relevant, and differentiated. Companies must rethink their approach and consider the power of the narrative to build a strong and innovative brand. Presented By The Stanford Innovation and Entrepreneurship Certificate program. For more information about the Stanford Innovation and Entrepreneurship Certificate, visit http://create.stanford.edu
Views: 23788 stanfordonline
Marketing Guru David Aaker, "Spanning Silos" - Haas School
 
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Haas Marketing Professor Emeritus David Aaker shares insights from his recently published book, Spanning Silos, at the Haas School of Business, UC Berkeley. Aaker explains how organizational silos -- defined by products, countries, or functions -- have become barriers to effective and efficient marketing and strong brand development. This lecture is part of the Dean's Speaker Series and the David Aaker Distinguished Lecture Series in Marketing. Professor Emeritus Aaker is vice chairman of Prophet Brand Strategies. (October 27, 2008) The University of California Berkeley Haas School of Business is one of the world's leading producers of new ideas and knowledge in all areas of business - which includes the distinction of having two of its faculty members receive the Nobel Prize in Economics over the past 15 years. The school offers six degree-granting programs. Its mission is to develop innovative business leaders - individuals who redefine how we do business by putting new ideas into action, and who do so responsibly. The school's distinctive culture is defined by four key principles - question the status quo; confidence without attitude; students always; and, beyond yourself. Visit our website at http://haas.berkeley.edu
Views: 27604 Berkeley Haas
Story "Overload?" (Guest Dr. David Aaker) | RBDR
 
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Join RBDR's exclusive community on Patreon: http://www.patreon.com/rbdr ---------------------------------------------------------------------- September 6, 2018. Today on RBDR: Prophet Chairman David Aaker continues his comments on "Signature Stories," this time concerning possible "overload" that can occur in research storytelling. No need to spend time searching for today's RBDR video. Subscribe to receive FREE, personal email as soon as the new RBDR is uploaded. Click here: http://ow.ly/CfFWE
A Chat with David K. Aaker, IOM
 
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In preparation for his visit to Hagerstown, MD, David K. Aaker chats with us about some key points from his upcoming Chamber Leadership Training Series "Turning Service Into Sales".
Brand Equity
 
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Qué es?, Funciones, Modelos
Views: 4660 LUCIA SIERRA
The Brand Personality Framework
 
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Watch to learn about the Brand Personality Framework and how it can be applied to marketing! Consumer Behavior Fall 2016 Giana Iannacone & Carolyn Sacco
Views: 4120 Carolyn Sacco
Brand Equity: In Conversation With Marketing Legend Philip Kotler
 
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Wwatch: "Kanhaiya Kumar's Full Speech at JNU Campus" → https://www.youtube.com/watch?v=_df-48pHzCA -~-~~-~~~-~~-~- Subscribe Now To Our Network Channels :- ET Now : http://goo.gl/5XreUq Times Now : http://goo.gl/U9ibPb The NewsHour Debate : http://goo.gl/LfNgFF In this edition of Brand Equity, we get you the world's most renowned marketing guru - Philip Kotler in conversation with Sonali Krishna. Listen in as he gives out his views on the changing marketing landscape, what's relevant & redundant and some very interesting tips for today's marketers! Social Media Links :- Twitter - http://goo.gl/hA0vDt Facebook - http://goo.gl/5Lr4mC G+ - http://goo.gl/hYxrmj
Views: 38323 ET NOW
Brand Relevance Making Competitors Irrelevant
 
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http://www.youwillrich.net/shop/detail/brand-relevance-making-competitors-irrelevant-3021/ Starred Review. Brand guru Aaker (Building Strong Brands) explains how companies can keep their brand relevant through innovation and the creation of new categories or subcategories that they can "own" in the minds of consumers. While plenty of books emphasize the need for constant innovation, Aaker dives deeper; customers determine brand relevance and companies as diverse as Japanese beer maker Asahi, Xerox, IKEA, Zappos, and Apple have each carved out a unique market niche, a niche that must be protected through the creation of barriers for competitors, Aaker argues. Postmortem evaluations of epic failures like the Segway, Nabisco's Snackwells product line, and Apple's Newton digital assistant will help brand managers avoid costly and high-profile marketing missteps. Those familiar with the author's work will recognize his textbook approach. His clear prose and honest assessments will resonate with small business owners or brand managers and should be required reading for anyone with a vested interest in keeping their company on the tip of their consumers' tongues.
Views: 125 Nguyen Kinh Luan
The One Question -- Business Marketing Association --David Aaker
 
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Jeff Willinger asks David Aaker from Prophet how to keep your brand relevant and how to crush your competition in the October BMA Chicago One Question.
You Ask, I Answer: How to Measure Brand Equity?
 
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Marcus asks, "How do you measure brand equity?" Huge question, but the answers have been well known for decades. Watch the video for the full answer. One of the best summaries of brand equity measurement comes from the [Spring 1996 California Management Review](https://s3.amazonaws.com/academia.edu.documents/33893776/Aaker_1996_Measuring_Brand_Equity_Across_Products_and_Markets.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1528287887&Signature=xVrNNCvN1u5hhFAEkjP5qeVgO%2B4%3D&response-content-disposition=inline%3B%20filename%3DAaker_1996_Measuring_Brand_Equity_Across.pdf). In that review, Professor David Aaker cites the following 10 dimensions of brand equity measurement: - Price premium - Satisfaction/loyalty - Perceived quality - Brand leadership and innovation - Perceived value - Brand personality - Organizational associations - Brand awareness - Market share - Price and distribution indices When this paper was written in 1996, based on a 1995 book, the Internet wasn't really a thing yet. Professor Aaker cited the exceptional expense and difficulty of measuring these dimensions. Today, thanks to our hyper-connected world, you can measure far more of these without ever leaving your desk. For several of them, the gold standard remains market research by a highly-qualified market research firm like Edison Research. For others, digital marketing analytics and customer data will provide the needed insights. Blend them together and weight them appropriately for your organization and industry. Got a question for You Ask, I'll Answer? Submit it here: http://www.christopherspenn.com/newsletter/you-ask-ill-answer/ Subscribe to my weekly newsletter: http://www.christopherspenn.com/newsletter Please subscribe to my YouTube channel for more marketing and analytics videos! https://www.youtube.com/user/christopherspenn Need help with your company's data and analytics? Let me know: https://braintrustinsights.com/
Views: 31 Christopher Penn
On Branding
 
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Stanford GSB Professor Jennifer Aaker speaks on the components of developing a strong internal and external brand. Learn more: http://executive.berkeley.edu/
Views: 5203 berkeleyexeced

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