{"id":174,"date":"2021-12-02T21:01:29","date_gmt":"2021-12-02T21:01:29","guid":{"rendered":"https:\/\/preview.prophet.com\/?page_id=174"},"modified":"2026-04-14T15:38:04","modified_gmt":"2026-04-14T15:38:04","slug":"aaker","status":"publish","type":"page","link":"https:\/\/prophet.com\/thinking\/aaker\/","title":{"rendered":"Aaker"},"content":{"rendered":"\n<section class=\"section-content section-mix\" style=\"background-color: #002668;color: #FFFFFF;\">\n    <article class=\"container\">\n        \n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading\" id=\"h-aaker-on-brands\">Aaker On Brands<\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Hailed \u201cThe Father of Modern Branding,\u201d David Aaker is Vice Chairman of Prophet, creator of the Aaker Model, and a revered author, speaker and thought leader.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/subscribe\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #ffffff; --bg-underline-color:#ffffff;\"  >\n                SUBSCRIBE <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                <g fill=\"none\" stroke=#ffffff stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n            <\/g>\n        <\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column phone:hidden is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<ul class=\"wp-block-social-links has-icon-color is-style-logos-only is-layout-flex wp-block-social-links-is-layout-flex\"><li style=\"color:#FFFFFF;\" class=\"wp-social-link wp-social-link-twitter has-white-color wp-block-social-link\"><a href=\"https:\/\/twitter.com\/davidaaker\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M22.23,5.924c-0.736,0.326-1.527,0.547-2.357,0.646c0.847-0.508,1.498-1.312,1.804-2.27 c-0.793,0.47-1.671,0.812-2.606,0.996C18.324,4.498,17.257,4,16.077,4c-2.266,0-4.103,1.837-4.103,4.103 c0,0.322,0.036,0.635,0.106,0.935C8.67,8.867,5.647,7.234,3.623,4.751C3.27,5.357,3.067,6.062,3.067,6.814 c0,1.424,0.724,2.679,1.825,3.415c-0.673-0.021-1.305-0.206-1.859-0.513c0,0.017,0,0.034,0,0.052c0,1.988,1.414,3.647,3.292,4.023 c-0.344,0.094-0.707,0.144-1.081,0.144c-0.264,0-0.521-0.026-0.772-0.074c0.522,1.63,2.038,2.816,3.833,2.85 c-1.404,1.1-3.174,1.756-5.096,1.756c-0.331,0-0.658-0.019-0.979-0.057c1.816,1.164,3.973,1.843,6.29,1.843 c7.547,0,11.675-6.252,11.675-11.675c0-0.178-0.004-0.355-0.012-0.531C20.985,7.47,21.68,6.747,22.23,5.924z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Twitter<\/span><\/a><\/li>\n\n<li style=\"color:#FFFFFF;\" class=\"wp-social-link wp-social-link-facebook has-white-color wp-block-social-link\"><a href=\"https:\/\/www.facebook.com\/AakerOnBrands\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M12 2C6.5 2 2 6.5 2 12c0 5 3.7 9.1 8.4 9.9v-7H7.9V12h2.5V9.8c0-2.5 1.5-3.9 3.8-3.9 1.1 0 2.2.2 2.2.2v2.5h-1.3c-1.2 0-1.6.8-1.6 1.6V12h2.8l-.4 2.9h-2.3v7C18.3 21.1 22 17 22 12c0-5.5-4.5-10-10-10z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Facebook<\/span><\/a><\/li>\n\n<li style=\"color:#FFFFFF;\" class=\"wp-social-link wp-social-link-linkedin has-white-color wp-block-social-link\"><a href=\"https:\/\/www.linkedin.com\/in\/davidaaker\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M19.7,3H4.3C3.582,3,3,3.582,3,4.3v15.4C3,20.418,3.582,21,4.3,21h15.4c0.718,0,1.3-0.582,1.3-1.3V4.3 C21,3.582,20.418,3,19.7,3z M8.339,18.338H5.667v-8.59h2.672V18.338z M7.004,8.574c-0.857,0-1.549-0.694-1.549-1.548 c0-0.855,0.691-1.548,1.549-1.548c0.854,0,1.547,0.694,1.547,1.548C8.551,7.881,7.858,8.574,7.004,8.574z M18.339,18.338h-2.669 v-4.177c0-0.996-0.017-2.278-1.387-2.278c-1.389,0-1.601,1.086-1.601,2.206v4.249h-2.667v-8.59h2.559v1.174h0.037 c0.356-0.675,1.227-1.387,2.526-1.387c2.703,0,3.203,1.779,3.203,4.092V18.338z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">LinkedIn<\/span><\/a><\/li><\/ul>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content phone:h-126 phone:bg-contain phone:ml-16 phone:mr-16 phone:mt-32 phone:mb-32 bg-image section-dark offset-container\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2021\/12\/Aakers.jpg);background-position: top;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:150px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer mobile:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<section class=\"section-content pl-16 pr-16 phone:top-2\/4 phone:relative section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"phone:leading-7\" style=\"font-size:25px\">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.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/author\/david-aaker\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #ffffff; --bg-underline-color:#ffffff;\"  >\n                VIEW BIO <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                <g fill=\"none\" stroke=#ffffff stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n            <\/g>\n        <\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:150px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns block-slide-up is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column tablet:min-w-full phone:order-2 has-white-color has-text-color is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:32%\">\n<p class=\"has-normal-font-size\"><strong>BLOG<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-do-only-some-social-media-brands-inspire\">Why Do Only Some Social Media Brands Inspire?<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<p class=\"has-normal-font-size\">Relentlessly relevant brands find ways to drive connection \u2013 see how social media brands are succeeding and struggling.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/2023\/07\/why-do-only-some-social-media-brands-inspire\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #22ffab; --bg-underline-color:#22ffab;\"  >\n                READ MORE <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                <g fill=\"none\" stroke=#22ffab stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n            <\/g>\n        <\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column tablet:min-w-full phone:order-1 is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71%\">\n<div class=\"wp-block-cover is-light\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" class=\"wp-block-cover__image-background wp-image-32847\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2023\/06\/Brand-Purpose_4D.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2023\/06\/Brand-Purpose_4D.png 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2023\/06\/Brand-Purpose_4D-600x321.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2023\/06\/Brand-Purpose_4D-1494x800.png 1494w, https:\/\/prophet.com\/wp-content\/uploads\/2023\/06\/Brand-Purpose_4D-768x411.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2023\/06\/Brand-Purpose_4D-1536x823.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2023\/06\/Brand-Purpose_4D-2048x1097.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2023\/06\/Brand-Purpose_4D-1920x1028.png 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<p class=\"has-text-align-center has-large-font-size\"><\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns block-slide-up is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"tile-blocks\">\n\n    \n<div id=\"post-6414\" class=\"tile-item post-6414 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs thinking_sub_brand-aaker\" >\n    <a href=\"https:\/\/prophet.com\/2022\/01\/brand-equity-vs-brand-value\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Brand Equity vs. Brand Value: What\u2019s the Difference?' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2018\/05\/Prophet-Website-Illustration-1024x768-Shapes.gif)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Brand Equity vs. Brand Value: What\u2019s the Difference?<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-9675\" class=\"tile-item post-9675 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs thinking_sub_brand-aaker\" >\n    <a href=\"https:\/\/prophet.com\/2021\/04\/four-ways-social-programs-yield-employee-engagement\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Four Ways Social Programs Yield Employee Engagement' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2019\/07\/MakerMentality_2_C-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Four Ways Social Programs Yield Employee Engagement<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-9674\" class=\"tile-item post-9674 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs thinking_sub_brand-aaker\" >\n    <a href=\"https:\/\/prophet.com\/2020\/03\/breaking-down-the-importance-of-the-exemplar-brand\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Breaking Down the Importance of the Exemplar Brand' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                                        <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_2_C-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Breaking Down the Importance of the Exemplar Brand<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<\/div><!-- .tile-blocks --><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading h1 block-fade-in\" id=\"h-aaker-s-brand-equity-model\">Aaker\u2019s Brand Equity Model<\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column block-fade-in is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30%\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<p>David Aaker\u2019s Brand Equity Model was introduced in his 1991 book \u201cManaging Brand Equity,\u201d 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.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:70%\"><div class=\"wp-block-image is-style-default\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1067\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/5.4-Aaker-Legacy_Brand-Equity-Model_2800x1500px-edited-1067x800.png\" alt=\"\" class=\"wp-image-18286\" style=\"width:800px;height:600px\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/5.4-Aaker-Legacy_Brand-Equity-Model_2800x1500px-edited-1067x800.png 1067w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/5.4-Aaker-Legacy_Brand-Equity-Model_2800x1500px-edited-600x450.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/5.4-Aaker-Legacy_Brand-Equity-Model_2800x1500px-edited-768x576.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/5.4-Aaker-Legacy_Brand-Equity-Model_2800x1500px-edited-1536x1151.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/5.4-Aaker-Legacy_Brand-Equity-Model_2800x1500px-edited-1441x1080.png 1441w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/5.4-Aaker-Legacy_Brand-Equity-Model_2800x1500px-edited.png 2000w\" sizes=\"auto, (max-width: 1067px) 100vw, 1067px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-mix offset-container\" style=\"background-color: #002668;color: #FFFFFF;\">\n    <article class=\"container\">\n        \n\n<section class=\"section-content section-dark section-mix\" style=\"background-color: #002668;color: #FFFFFF;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading block-fade-in phone:pl-16\" id=\"h-a-lifetime-of-achievement\"><strong>A Lifetime of Achievement<\/strong><\/h2>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer phone:hidden\"><\/div>\n<\/div>\n<\/div>\n\n\n\n <div class=\"carousel-container\" data-slide-show=\"1\" data-navigation-type=\"arrows_only\" data-transition-type=\"default\">\n    <div class=\"carousel-inner-container\">\n        \n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14.jpg\" alt=\"\" class=\"wp-image-24204\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">Aaker attended MIT and obtained a Bachelor of Arts in management. He also played on the MIT tennis team (pictured bottom left).<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13.jpg\" alt=\"\" class=\"wp-image-24205\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">While working on his Ph.D. in Business Administration at Stanford, Aaker was accepted into the Journey for Perspective program in Europe, where he met with J. Paul Getty, a major player in the oil industry and the richest man in the world at the time.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1501\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-.png\" alt=\"\" class=\"wp-image-24265\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-.png 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page--600x322.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page--1493x800.png 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page--768x412.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page--1536x823.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page--2048x1098.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page--1920x1029.png 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">Aaker served as Executive Advisor for Dentsu in Japan for 10 years.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15.jpg\" alt=\"\" class=\"wp-image-24206\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">Aaker participated in a speaking tour, where he shared his branding expertise across Europe, including Norway, Sweden, Germany, Spain and Finland (pictured here).<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18.jpg\" alt=\"\" class=\"wp-image-24207\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">Aaker\u2019s book \u201cManaging Brand Equity\u201d was his first book on branding and the book in which the Brand Equity Model is established. He also introduced the Brand Identity Model (now known as the Brand Vision Model or the Aaker Model) in his second book \u201cBuilding Strong Brands.\u201d<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-1.jpg\" alt=\"\" class=\"wp-image-24211\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-1.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">After more than 30 visits for business advising and speaking engagements, Aaker became widely influential in the business world in Japan with support from Berkeley alumni Jiro Nonaka and Hiro Takeuchi.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-1.jpg\" alt=\"\" class=\"wp-image-24212\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-1.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">Aaker served as a keynote speaker at the Global Brand Forum in Taiwan.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21.jpg\" alt=\"\" class=\"wp-image-24213\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">Aaker shared his brand strategy knowledge at the World Knowledge Forum in Korea.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20.jpg\" alt=\"\" class=\"wp-image-24214\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">Aaker received the Paul D. Converse Award for his outstanding contributions to the development of the science of marketing.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-1.jpg\" alt=\"\" class=\"wp-image-24217\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-1.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">Among many professional awards, Aaker was awarded the Buck Weaver Award for marketing from the Sloan School of Management at MIT.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-1.jpg\" alt=\"\" class=\"wp-image-24218\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-1.jpg 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><figcaption class=\"wp-element-caption\">Aaker began his teaching career at the University of California &#8211; Berkeley, Haas School of Business, received tenure in less than four years and was ultimately named the Shansby Chair of Marketing.<\/figcaption><\/figure>\n\n\n    <\/div>\n <\/div><!-- .carousel-container -->\n\n\n    <\/article>\n<\/section>\n\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<h2 class=\"wp-block-heading block-fade-in\" id=\"h-videos\"><strong>Videos<\/strong><\/h2>\n\n\n\n<div style=\"height:45px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns prophet-columns block-fade-in is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Aaker on Brand Vision | Prophet\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/3eBJfSfDqzw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns block-slide-up is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class='tile-blocks'>\n<div id=\"post-11629\" class=\"tile-item post-11629 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-videos thinking_sub_brand-aaker\" >\n    <a href=\"https:\/\/prophet.com\/2019\/08\/aaker-on-subcategory-competition\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Aaker on Subcategory Competition' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                    <svg class='icon i-play'><use xlink:href='#i-play'><\/use><\/svg>                    <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2018\/05\/Top-Brands-04-1440x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Video<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Aaker on Subcategory Competition<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-11678\" class=\"tile-item post-11678 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-videos thinking_sub_brand-aaker\" >\n    <a href=\"https:\/\/prophet.com\/2019\/07\/aaker-on-signature-stories\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Aaker on Signature Stories' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                    <svg class='icon i-play'><use xlink:href='#i-play'><\/use><\/svg>                    <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/New-Book-Published_1_A-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Video<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Aaker on Signature Stories<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-11684\" class=\"tile-item post-11684 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-videos thinking_sub_brand-aaker\" >\n    <a href=\"https:\/\/prophet.com\/2019\/07\/aaker-on-brand-vision\/\" class=\"tile-link hotSpot-container\" target=\"_self\" onclick=\"ga( 'send', 'event', 'Card Tile', 'Custom Block', 'Aaker on Brand Vision' );\">\n        <div class=\"tile-block\">\n            <div class=\"tile-content\">\n                <div class=\"top\">\n                    <svg class='icon i-play'><use xlink:href='#i-play'><\/use><\/svg>                    <div class=\"bg-img\" style=\"background-image: url(https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Tagline_1_A-1493x800.png)\"><\/div>\n                <\/div>\n                <div class=\"bottom\">\n\n                    <p class='taxonomy'><span class='content-type uppercase font-GraphikMedium text-sm'>Video<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Aaker on Brand Vision<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item --><\/div><!-- .tiles -->\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<h2 class=\"wp-block-heading block-fade-in has-black-color has-text-color\" id=\"h-books\"><strong>Books<\/strong><\/h2>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column block-slide-up is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:40% auto\"><figure class=\"wp-block-media-text__media\"><a href=\"https:\/\/prophet.com\/2022\/09\/the-future-of-purpose-driven-branding\/\"><img loading=\"lazy\" decoding=\"async\" width=\"565\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/04\/Book-Cover-e1745247084312-565x800.png\" alt=\"\" class=\"wp-image-36121 size-full\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2025\/04\/Book-Cover-e1745247084312-565x800.png 565w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/04\/Book-Cover-e1745247084312-424x600.png 424w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/04\/Book-Cover-e1745247084312-768x1087.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/04\/Book-Cover-e1745247084312-1085x1536.png 1085w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/04\/Book-Cover-e1745247084312-1447x2048.png 1447w, https:\/\/prophet.com\/wp-content\/uploads\/2025\/04\/Book-Cover-e1745247084312-763x1080.png 763w\" sizes=\"auto, (max-width: 565px) 100vw, 565px\" \/><\/a><\/figure><div class=\"wp-block-media-text__content\">\n<h2 class=\"wp-block-heading h3\" id=\"h-aaker-on-branding-second-edition-the-playbook-to-building-strong-brands\"><strong><a href=\"https:\/\/prophet.com\/2025\/04\/aaker-on-branding-second-edition\/\"><strong><strong><a href=\"https:\/\/prophet.com\/2025\/04\/aaker-on-branding-second-edition\/\" target=\"_blank\" rel=\"noreferrer noopener\">Aaker on Branding, Second Edition: The Playbook to Building Strong Brands<\/a><\/strong><\/strong><\/a><\/strong><\/h2>\n\n\n\n<p>David Aaker<\/p>\n\n\n\n<p>As today\u2019s marketing landscape becomes more dynamic, disruptive, and digitally driven, Aaker delivers new insights to help leaders build, communicate and scale strong brands across categories.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/2025\/04\/aaker-on-branding-second-edition\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #000000; --bg-underline-color:#000000;\"  >\n                LEARN MORE <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                <g fill=\"none\" stroke=#000000 stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n            <\/g>\n        <\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column block-slide-up is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:41% auto\"><figure class=\"wp-block-media-text__media\"><a href=\"https:\/\/prophet.com\/2018\/01\/creating-signature-stories\/\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"350\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/Website_Book_CreatingSignatureStories_shadow.png\" alt=\"\" class=\"wp-image-18321 size-full\" \/><\/a><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"h5\"><strong><a href=\"https:\/\/prophet.com\/2018\/01\/creating-signature-stories\/\">Creating Signature Stories<\/a><\/strong><\/p>\n\n\n\n<p>David Aaker<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:41% auto\"><figure class=\"wp-block-media-text__media\"><a href=\"https:\/\/prophet.com\/2010\/01\/book-building-strong-brands\/\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"350\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/Website_Book_BuildingStrongBrands_shadow.png\" alt=\"\" class=\"wp-image-18351 size-medium\" \/><\/a><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"h5\"><a href=\"https:\/\/prophet.com\/2010\/01\/book-building-strong-brands\/\">Making the Building Strong Brands<\/a><\/p>\n\n\n\n<p>David Aaker<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":877,"parent":166,"menu_order":5,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":true,"inline_featured_image":false,"footnotes":""},"coauthors":[3],"class_list":["post-174","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Aaker on Brands - Insights from David Aaker | Prophet<\/title>\n<meta name=\"description\" content=\"Hailed \u201cThe Father of Modern Branding,\u201d David Aaker is Vice Chairman of Prophet, creator of the Aaker Model, and a revered author, speaker and thought leader.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prophet.com\/thinking\/aaker\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Aaker\" \/>\n<meta property=\"og:description\" content=\"Hailed \u201cThe Father of Modern Branding,\u201d David Aaker is Vice Chairman of Prophet, creator of the Aaker Model, and a revered author, speaker and thought leader.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/prophet.com\/thinking\/aaker\/\" \/>\n<meta property=\"og:site_name\" content=\"Business Transformation Consultants | Prophet\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-14T15:38:04+00:00\" \/>\n<meta property=\"og:image\" 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