Aaker

Aaker is a surname most notably associated with David Aaker, an American marketing scholar and author. He is a professor emeritus at the Haas School of Business at the University of California, Berkeley, where he specialized in branding and brand management.

Aaker's most influential contribution is the concept of brand equity and the accompanying framework known as the Aaker Brand Equity Model. The model outlines five drivers of brand equity: Brand Awareness, Brand Associations, Perceived Quality, Brand Loyalty, and Other Proprietary Brand Assets. These components are intended to capture the sources of brand strength and how they translate into competitive advantage and financial value for firms.

Aaker has authored several influential books that helped popularize structured approaches to branding, including Managing Brand Equity and Building Strong Brands. His work has shaped both academic research and practical branding practice, influencing how marketers think about brand strategy, brand measurement, and brand valuation.

Overall, the Aaker framework and related writings have had a lasting impact on the field of marketing, underpinning many contemporary discussions of brand strategy and the measurement of brand strength in diverse industries.