Marketing Prof. Emeritus David Aaker: Six Big Ideas from the Branding Era
UC Berkeley Haas
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The Heart of What's Next As the second-oldest business school in the United States, the Haas School of Business at the University of California, Berkeley is one of the world's leading producers of new ideas and knowledge in all areas of business — which includes developing innovative business leaders - individuals who redefine how we do business by putting new ideas into action in all areas of their organizations, and who do so responsibly. The school offers outstanding management education to about 2,200 undergraduate and graduate students each year who come from around the world to study in one of its six degree-granting programs. The school's alumni network consists of 36,000+ graduates. Specialties MBA, Executive MBA, Master in Financial Education, PhD, Undergraduate Business
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Video Description
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)
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