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David A. Aaker (born in Fargo, North Dakota) is a consultant and author on the field of marketing, particularly in the area of brand strategy. He is currently a Vice Chairman of Prophet, a global brand and marketing consultancy firm, and has authored over 100 articles and 14 books on marketing and branding. He is also Professor Emeritus at the Haas School of Business of the University of California, Berkeley and an advisor to Denstu, a major Japanese advertising agency.

His first of four brand books, Managing Brand Equity, defined brand equity. His second, Building Strong Brands, developed the brand identity model used by many firms. His third, Brand Leadership, extended the brand identity model and discussed how to develop brand building programs. The fourth, Brand Portfolio Strategy, develops tools and concepts to create brand pro folios that are prioritized, clear, energized, and synergistic.

His last book, Spanning Silos, addressed the silo crises caused by product and country silos inhibiting the development of effective and efficient marketing programs.


  • Managing Brand Equity, 1991, ISBN 978-0029001011
  • Building Strong Brands, 1995, ISBN 978-0029001516
  • Developing Business Strategies, 2001, ISBN 978-0471064114
  • with Erich Joachimsthaler Brand Leadership: The Next Level of the Brand Revolution, 2000, ISBN 978-0684839240
  • Strategic Market Management, 2007, ISBN 978-0470056233
  • From Fargo to the World of Brands: My Story So Far, 2005, ISBN 978-1587364945
  • Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, 2004, ISBN 978-0743249386

Spanning Silos:The New CMO Imperative, 2008 ISBN 978-1-4221-2876-3


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