{"id":20076,"date":"2022-04-22T23:01:33","date_gmt":"2022-04-22T23:01:33","guid":{"rendered":"https:\/\/preview.prophet.com\/thinking\/aaker-uber-marken\/"},"modified":"2023-03-23T00:19:14","modified_gmt":"2023-03-23T00:19:14","slug":"aaker","status":"publish","type":"page","link":"https:\/\/prophet.com\/de\/thinking\/aaker\/","title":{"rendered":"Aaker \u00fcber Marken"},"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\">Aaker \u00fcber Marken<\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>David Aaker, bekannt als &#8220;Vater des modernen Branding&#8221;, ist stellvertretender Vorsitzender von Prophet, Sch\u00f6pfer des Aaker-Modells und ein angesehener Autor, Redner und Vordenker.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/de\/subscribe\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #ffffff; --bg-underline-color:#ffffff;\"  >\n                REGELM\u00c4SSIG MEHR ERFAHREN <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 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 is-layout-flex wp-block-social-links-is-layout-flex\"><li class=\"wp-social-link wp-social-link-twitter  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 class=\"wp-social-link wp-social-link-facebook  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 class=\"wp-social-link wp-social-link-linkedin  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 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 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\" style=\"flex-basis:25%\">\n<section class=\"section-content 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 style=\"font-size:25px\">David Aaker ist eine anerkannte Autorit\u00e4t im Bereich Branding und hat f\u00fcr seine lebenslangen Beitr\u00e4ge zu Marketing und Markenstrategie zahlreiche Auszeichnungen erhalten.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/de\/author\/david-aaker\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #ffffff; --bg-underline-color:#ffffff;\"  >\n                DAVID AAKER&#8217;S BIOGRAFIE ANSEHEN <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\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 is-layout-flow wp-block-column-is-layout-flow\"><\/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 is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-white-color has-text-color is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.3%\">\n<p class=\"has-normal-font-size\"><strong>BLOG<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a href=\"https:\/\/prophet.com\/de\/2020\/01\/owning-game-changing-subcategories-von-david-aaker\/\">Owning Game-Changing Subcategories: Uncommon Growth in a Digital Age<\/a><\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size\">David Aaker \u00fcber sein neues Buch, COVID-19 und dessen Auswirkungen auf Marken.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/2021\/12\/three-branding-trends-to-know-for-2022\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #22ffab; --bg-underline-color:#22ffab;\"  >\n                MEHR LESEN <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\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-cover\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\"><\/span><img loading=\"lazy\" decoding=\"async\" width=\"2800\" height=\"1500\" class=\"wp-block-cover__image-background wp-image-2187\" alt=\"\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_C.png\" data-object-fit=\"cover\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_C.png 2800w, https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_C-600x321.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_C-1493x800.png 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_C-768x411.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_C-1536x823.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_C-2048x1097.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2018\/06\/Brand-Role-Models-Best-Brands_1_C-1920x1029.png 1920w\" sizes=\"auto, (max-width: 2800px) 100vw, 2800px\" \/><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=\"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\" 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value=\"BZ\">BELIZE<\/option>\n<option value=\"BJ\">BENIN<\/option>\n<option value=\"BM\">BERMUDA<\/option>\n<option value=\"BT\">BHUTAN<\/option>\n<option value=\"BO\">BOLIVIA<\/option>\n<option value=\"BA\">BOSNIA AND HERZEGOVINA<\/option>\n<option value=\"BW\">BOTSWANA<\/option>\n<option value=\"BV\">BOUVET ISLAND<\/option>\n<option value=\"BR\">BRAZIL<\/option>\n<option value=\"IO\">BRITISH INDIAN OCEAN TERRITORY<\/option>\n<option value=\"BN\">BRUNEI DARUSSALAM<\/option>\n<option value=\"BG\">BULGARIA<\/option>\n<option value=\"BF\">BURKINA FASO<\/option>\n<option value=\"BI\">BURUNDI<\/option>\n<option value=\"KH\">CAMBODIA<\/option>\n<option value=\"CM\">CAMEROON<\/option>\n<option value=\"CA\">CANADA<\/option>\n<option value=\"CV\">CAPE VERDE<\/option>\n<option value=\"KY\">CAYMAN ISLANDS<\/option>\n<option value=\"CF\">CENTRAL AFRICAN REPUBLIC<\/option>\n<option value=\"TD\">CHAD<\/option>\n<option value=\"CL\">CHILE<\/option>\n<option value=\"CN\">CHINA<\/option>\n<option value=\"CX\">CHRISTMAS ISLAND<\/option>\n<option value=\"CC\">COCOS (KEELING) ISLANDS<\/option>\n<option value=\"CO\">COLOMBIA<\/option>\n<option value=\"KM\">COMOROS<\/option>\n<option value=\"CG\">CONGO<\/option>\n<option value=\"CD\">CONGO, THE DEMOCRATIC REPUBLIC OF THE<\/option>\n<option value=\"CK\">COOK ISLANDS<\/option>\n<option value=\"CR\">COSTA RICA<\/option>\n<option value=\"CI\">COTE D&#8217;IVOIRE<\/option>\n<option value=\"HR\">CROATIA<\/option>\n<option value=\"CU\">CUBA<\/option>\n<option value=\"CY\">CYPRUS<\/option>\n<option value=\"CZ\">CZECH REPUBLIC<\/option>\n<option value=\"DK\">DENMARK<\/option>\n<option value=\"DJ\">DJIBOUTI<\/option>\n<option value=\"DM\">DOMINICA<\/option>\n<option value=\"DO\">DOMINICAN REPUBLIC<\/option>\n<option value=\"EC\">ECUADOR<\/option>\n<option value=\"EG\">EGYPT<\/option>\n<option value=\"SV\">EL SALVADOR<\/option>\n<option value=\"GQ\">EQUATORIAL GUINEA<\/option>\n<option value=\"ER\">ERITREA<\/option>\n<option value=\"EE\">ESTONIA<\/option>\n<option value=\"ET\">ETHIOPIA<\/option>\n<option value=\"FK\">FALKLAND ISLANDS (MALVINAS)<\/option>\n<option value=\"FO\">FAROE ISLANDS<\/option>\n<option value=\"FJ\">FIJI<\/option>\n<option value=\"FI\">FINLAND<\/option>\n<option value=\"FR\">FRANCE<\/option>\n<option value=\"GF\">FRENCH GUIANA<\/option>\n<option value=\"PF\">FRENCH POLYNESIA<\/option>\n<option value=\"TF\">FRENCH SOUTHERN TERRITORIES<\/option>\n<option value=\"GA\">GABON<\/option>\n<option value=\"GM\">GAMBIA<\/option>\n<option value=\"GE\">GEORGIA<\/option>\n<option value=\"GH\">GHANA<\/option>\n<option value=\"GI\">GIBRALTAR<\/option>\n<option value=\"GR\">GREECE<\/option>\n<option value=\"GL\">GREENLAND<\/option>\n<option value=\"GD\">GRENADA<\/option>\n<option value=\"GP\">GUADELOUPE<\/option>\n<option value=\"GU\">GUAM<\/option>\n<option value=\"GT\">GUATEMALA<\/option>\n<option value=\"GN\">GUINEA<\/option>\n<option value=\"GW\">GUINEA-BISSAU<\/option>\n<option value=\"GY\">GUYANA<\/option>\n<option value=\"HT\">HAITI<\/option>\n<option value=\"HM\">HEARD ISLAND AND MCDONALD ISLANDS<\/option>\n<option value=\"VA\">HOLY SEE (VATICAN CITY STATE)<\/option>\n<option value=\"HN\">HONDURAS<\/option>\n<option value=\"HK\">HONG KONG<\/option>\n<option value=\"HU\">HUNGARY<\/option>\n<option value=\"IS\">ICELAND<\/option>\n<option value=\"IN\">INDIA<\/option>\n<option value=\"ID\">INDONESIA<\/option>\n<option value=\"IR\">IRAN, ISLAMIC REPUBLIC OF<\/option>\n<option value=\"IQ\">IRAQ<\/option>\n<option value=\"IE\">IRELAND<\/option>\n<option value=\"IL\">ISRAEL<\/option>\n<option value=\"IT\">ITALY<\/option>\n<option value=\"JM\">JAMAICA<\/option>\n<option value=\"JP\">JAPAN<\/option>\n<option value=\"JO\">JORDAN<\/option>\n<option value=\"KZ\">KAZAKHSTAN<\/option>\n<option value=\"KE\">KENYA<\/option>\n<option value=\"KI\">KIRIBATI<\/option>\n<option value=\"KP\">KOREA, DEMOCRATIC PEOPLE&#8217;S REPUBLIC OF<\/option>\n<option value=\"KR\">KOREA, REPUBLIC OF<\/option>\n<option value=\"KW\">KUWAIT<\/option>\n<option value=\"KG\">KYRGYZSTAN<\/option>\n<option value=\"LA\">LAO PEOPLE&#8217;S DEMOCRATIC REPUBLIC<\/option>\n<option value=\"LV\">LATVIA<\/option>\n<option value=\"LB\">LEBANON<\/option>\n<option value=\"LS\">LESOTHO<\/option>\n<option value=\"LR\">LIBERIA<\/option>\n<option value=\"LY\">LIBYAN ARAB JAMAHIRIYA<\/option>\n<option value=\"LI\">LIECHTENSTEIN<\/option>\n<option value=\"LT\">LITHUANIA<\/option>\n<option value=\"LU\">LUXEMBOURG<\/option>\n<option value=\"MO\">MACAO<\/option>\n<option value=\"MK\">MACEDONIA, THE FORMER YUGOSLAV REPUBLIC OF<\/option>\n<option value=\"MG\">MADAGASCAR<\/option>\n<option value=\"MW\">MALAWI<\/option>\n<option value=\"MY\">MALAYSIA<\/option>\n<option value=\"MV\">MALDIVES<\/option>\n<option value=\"ML\">MALI<\/option>\n<option value=\"MT\">MALTA<\/option>\n<option value=\"MH\">MARSHALL ISLANDS<\/option>\n<option value=\"MQ\">MARTINIQUE<\/option>\n<option value=\"MR\">MAURITANIA<\/option>\n<option value=\"MU\">MAURITIUS<\/option>\n<option value=\"YT\">MAYOTTE<\/option>\n<option value=\"MX\">MEXICO<\/option>\n<option value=\"FM\">MICRONESIA, FEDERATED STATES OF<\/option>\n<option value=\"MD\">MOLDOVA, REPUBLIC OF<\/option>\n<option value=\"MC\">MONACO<\/option>\n<option value=\"MN\">MONGOLIA<\/option>\n<option value=\"MS\">MONTSERRAT<\/option>\n<option value=\"MA\">MOROCCO<\/option>\n<option value=\"MZ\">MOZAMBIQUE<\/option>\n<option value=\"MM\">MYANMAR<\/option>\n<option value=\"NA\">NAMIBIA<\/option>\n<option value=\"NR\">NAURU<\/option>\n<option value=\"NP\">NEPAL<\/option>\n<option value=\"NL\">NETHERLANDS<\/option>\n<option value=\"AN\">NETHERLANDS ANTILLES<\/option>\n<option value=\"NC\">NEW CALEDONIA<\/option>\n<option value=\"NZ\">NEW ZEALAND<\/option>\n<option value=\"NI\">NICARAGUA<\/option>\n<option value=\"NE\">NIGER<\/option>\n<option value=\"NG\">NIGERIA<\/option>\n<option value=\"NU\">NIUE<\/option>\n<option value=\"NF\">NORFOLK ISLAND<\/option>\n<option value=\"MP\">NORTHERN MARIANA ISLANDS<\/option>\n<option value=\"NO\">NORWAY<\/option>\n<option value=\"OM\">OMAN<\/option>\n<option value=\"PK\">PAKISTAN<\/option>\n<option value=\"PW\">PALAU<\/option>\n<option value=\"PS\">PALESTINIAN TERRITORY, OCCUPIED<\/option>\n<option value=\"PA\">PANAMA<\/option>\n<option value=\"PG\">PAPUA NEW GUINEA<\/option>\n<option value=\"PY\">PARAGUAY<\/option>\n<option value=\"PE\">PERU<\/option>\n<option value=\"PH\">PHILIPPINES<\/option>\n<option value=\"PN\">PITCAIRN<\/option>\n<option value=\"PL\">POLAND<\/option>\n<option value=\"PT\">PORTUGAL<\/option>\n<option value=\"PR\">PUERTO RICO<\/option>\n<option value=\"QA\">QATAR<\/option>\n<option value=\"RE\">REUNION<\/option>\n<option value=\"RO\">ROMANIA<\/option>\n<option value=\"RU\">RUSSIAN FEDERATION<\/option>\n<option value=\"RW\">RWANDA<\/option>\n<option value=\"SH\">SAINT HELENA<\/option>\n<option value=\"KN\">SAINT KITTS AND NEVIS<\/option>\n<option value=\"LC\">SAINT LUCIA<\/option>\n<option value=\"PM\">SAINT PIERRE AND MIQUELON<\/option>\n<option value=\"VC\">SAINT VINCENT AND THE GRENADINES<\/option>\n<option value=\"WS\">SAMOA<\/option>\n<option value=\"SM\">SAN MARINO<\/option>\n<option value=\"ST\">SAO TOME AND PRINCIPE<\/option>\n<option value=\"SA\">SAUDI ARABIA<\/option>\n<option value=\"SN\">SENEGAL<\/option>\n<option value=\"CS\">SERBIA AND MONTENEGRO<\/option>\n<option value=\"SC\">SEYCHELLES<\/option>\n<option value=\"SL\">SIERRA LEONE<\/option>\n<option value=\"SG\">SINGAPORE<\/option>\n<option value=\"SK\">SLOVAKIA<\/option>\n<option value=\"SI\">SLOVENIA<\/option>\n<option value=\"SB\">SOLOMON ISLANDS<\/option>\n<option value=\"SO\">SOMALIA<\/option>\n<option value=\"ZA\">SOUTH AFRICA<\/option>\n<option value=\"GS\">SOUTH GEORGIA AND THE SOUTH SANDWICH ISLANDS<\/option>\n<option value=\"LK\">SRI LANKA<\/option>\n<option value=\"SD\">SUDAN<\/option>\n<option value=\"SR\">SURINAME<\/option>\n<option value=\"SJ\">SVALBARD AND JAN MAYEN<\/option>\n<option value=\"SZ\">SWAZILAND<\/option>\n<option value=\"SE\">SWEDEN<\/option>\n<option value=\"SY\">SYRIAN ARAB REPUBLIC<\/option>\n<option value=\"TW\">TAIWAN, PROVINCE OF CHINA<\/option>\n<option value=\"TJ\">TAJIKISTAN<\/option>\n<option value=\"TZ\">TANZANIA, UNITED REPUBLIC OF<\/option>\n<option value=\"TH\">THAILAND<\/option>\n<option value=\"TL\">TIMOR-LESTE<\/option>\n<option value=\"TG\">TOGO<\/option>\n<option value=\"TK\">TOKELAU<\/option>\n<option value=\"TO\">TONGA<\/option>\n<option value=\"TT\">TRINIDAD AND TOBAGO<\/option>\n<option value=\"TN\">TUNISIA<\/option>\n<option value=\"TR\">TURKEY<\/option>\n<option value=\"TM\">TURKMENISTAN<\/option>\n<option value=\"TC\">TURKS AND CAICOS ISLANDS<\/option>\n<option value=\"TV\">TUVALU<\/option>\n<option value=\"UG\">UGANDA<\/option>\n<option value=\"UA\">UKRAINE<\/option>\n<option value=\"AE\">UNITED ARAB EMIRATES<\/option>\n<option value=\"UM\">UNITED STATES MINOR OUTLYING ISLANDS<\/option>\n<option value=\"UY\">URUGUAY<\/option>\n<option value=\"UZ\">UZBEKISTAN<\/option>\n<option value=\"VU\">VANUATU<\/option>\n<option value=\"VE\">VENEZUELA<\/option>\n<option value=\"VN\">VIET NAM<\/option>\n<option value=\"VG\">VIRGIN ISLANDS, BRITISH<\/option>\n<option value=\"VI\">VIRGIN ISLANDS, U.S.<\/option>\n<option value=\"WF\">WALLIS AND FUTUNA<\/option>\n<option value=\"EH\">WESTERN SAHARA<\/option>\n<option value=\"YE\">YEMEN<\/option>\n<option value=\"ZM\">ZAMBIA<\/option>\n<option value=\"ZW\">ZIMBABWE<\/option>                                            <\/select>\n                    <span class=\"bottom-line trans\"><\/span>\n                    <svg class=\"icon\"><use xlink:href=\"#i-down-chevron\"><\/use><\/svg>\n                <\/label>\n                <label class=\"sign-up-input-wrapper\" for=\"email\" aria-label=\"Email\">\n                    <input id=\"sign-up-email-cta\" class=\"sign-up-email\" type=\"email\" name=\"email\" placeholder=\"Email*\" \/>\n                    <span class=\"bottom-line trans\"><\/span>\n                <\/label>\n                <button class=\"sign-up-submit\" type=\"submit\" name=\"submit\" >\n                    Subscribe                <\/button>\n            <\/div>\n            \n            <input type=\"hidden\" id=\"cta_page_title\" name=\"cta_page_title\" value=\"Aaker \u00fcber Marken\" >\n            <input type=\"hidden\" class=\"recaptcha_token\" name=\"recaptcha_token\" >\n            <input type=\"hidden\" class=\"site_language\" name=\"site_language\" value=\"en_US\" >\n            <input type=\"hidden\" name=\"elqCustomerGUID\" value=\"\">\n            <input type=\"hidden\" name=\"elqCookieWrite\" value=\"0\">\n\n            <input type=\"hidden\" name=\"utm_source\" class=\"utm_source\" value=\"\">\n            <input type=\"hidden\" name=\"utm_medium\" class=\"utm_medium\" value=\"\">\n            <input type=\"hidden\" name=\"utm_campaign\" class=\"utm_campaign\" value=\"\">\n\n        <\/form>\n        <div class=\"success-container\">\n            <div class=\"cta-success-message\" >\n                <p class=\"h2\"><strong>Thank you for subscribing.<\/strong><\/p>\n                <p>Please check your email and click on the link to confirm your subscription.<\/p>\n            <\/div>\n        <\/div>\n    <\/div>\n\n<\/div><!-- .newsletter-subscribe-block -->\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\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=\"h1 wp-block-heading\">Aakers Markenwertmodell<\/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 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>Das Markenwertmodell von David Aaker wurde in seinem Buch &#8220;Managing Brand Equity&#8221; von 1991 vorgestellt. Das Modell bildete die Grundlage f\u00fcr einen Paradigmenwechsel von taktischen Messgr\u00f6\u00dfen, wie beispielsweise dem Umsatz, hin zu strategischen Gr\u00f6\u00dfen, wie beispielsweise dem Markenwert. Diese k\u00f6nnen Aufschluss \u00fcber die langfristige Rentabilit\u00e4t einer Marke geben.<\/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\" 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\" width=\"800\" height=\"600\" 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: 800px) 100vw, 800px\" \/><\/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-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\"><strong>Leistungen<\/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\">\n    <div class=\"carousel-inner-container\">\n        \n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1-1493x800.jpg\" alt=\"\" class=\"wp-image-24616\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-14-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Aaker besuchte das MIT und erwarb einen Bachelor of Arts in Management. Er spielte auch in der Tennismannschaft des MIT (Bild unten links).<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1-1493x800.jpg\" alt=\"\" class=\"wp-image-24617\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-13-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">W\u00e4hrend seiner Doktorandenzeit im Fach Betriebswirtschaftslehre in Stanford wurde Aaker in das Programm \u201eJourney for Perspective\u201c in Europa aufgenommen, wo er mit J. Paul Getty zusammentraf, einem wichtigen Akteur der \u00d6lindustrie und dem damals reichsten Mann der Welt.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-1-1-1493x800.png\" alt=\"\" class=\"wp-image-24619\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-1-1-1493x800.png 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-1-1-600x322.png 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-1-1-768x412.png 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-1-1-1536x823.png 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-1-1-2048x1098.png 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-1-1-1920x1029.png 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Aaker war 10 Jahre lang als Executive Advisor f\u00fcr Dentsu in Japan t\u00e4tig<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1-1493x800.jpg\" alt=\"\" class=\"wp-image-24620\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-15-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Aaker nahm an einer Vortragsreise teil, auf der er sein Fachwissen im Bereich Branding in ganz Europa weitergab, unter anderem in Norwegen, Schweden, Deutschland, Spanien und Finnland (siehe Bild).<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1-1493x800.jpg\" alt=\"\" class=\"wp-image-24621\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-18-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Aakers Buch \u201eManaging Brand Equity\u201c war sein erstes Buch zum Thema Branding und das Buch, in dem das Markenwertmodell vorgestellt wurde. In seinem zweiten Buch \u201eBuilding Strong Brands\u201c stellte er das Markenidentit\u00e4tsmodell vor (heute bekannt als das Brand Vision Model oder das Aaker-Modell).<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-2-1493x800.jpg\" alt=\"\" class=\"wp-image-24623\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-2-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-2-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-2-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-2-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-2-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-17-2-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Nach mehr als 30 Besuchen als Unternehmensberater und Redner wurde Aaker mit Unterst\u00fctzung der Berkeley-Alumni Jiro Nonaka und Hiro Takeuchi in der japanischen Gesch\u00e4ftswelt sehr einflussreich.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-2-1493x800.jpg\" alt=\"\" class=\"wp-image-24624\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-2-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-2-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-2-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-2-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-2-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-16-2-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Aaker war einer der Hauptredner auf dem Global Brand Forum in Taiwan.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1-1493x800.jpg\" alt=\"\" class=\"wp-image-24625\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-21-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Aaker teilte sein Wissen \u00fcber Markenstrategien auf dem World Knowledge Forum in Korea.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1-1493x800.jpg\" alt=\"\" class=\"wp-image-24626\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-20-1-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Aaker ist Autor von 17 B\u00fcchern, darunter \u201eAaker on Branding: 20 Principles That Drive Success\u201c, eine Zusammenstellung seiner wichtigsten Markenkonzepte und -strategien.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-2-1493x800.jpg\" alt=\"\" class=\"wp-image-24627\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-2-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-2-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-2-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-2-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-2-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-19-2-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Neben vielen anderen beruflichen Auszeichnungen erhielt Aaker den Buck Weaver Award f\u00fcr Marketing von der Sloan School of Management am MIT.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1493\" height=\"800\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-2-1493x800.jpg\" alt=\"\" class=\"wp-image-24628\" srcset=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-2-1493x800.jpg 1493w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-2-600x321.jpg 600w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-2-768x411.jpg 768w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-2-1536x823.jpg 1536w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-2-2048x1097.jpg 2048w, https:\/\/prophet.com\/wp-content\/uploads\/2022\/05\/Website22_DavidAaker_Page-22-2-1920x1029.jpg 1920w\" sizes=\"auto, (max-width: 1493px) 100vw, 1493px\" \/><figcaption class=\"wp-element-caption\">Aaker begann seine Lehrt\u00e4tigkeit an der University of California \u2013 Berkeley, Haas School of Business, wurde nach weniger als vier Jahren fest angestellt und schlie\u00dflich zum Shansby Chair of Marketing ernannt.<\/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\"><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 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<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\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=\"has-black-color has-text-color wp-block-heading\"><strong>B\u00fccher<\/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 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\/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<h2 class=\"h3 wp-block-heading\"><strong><a href=\"https:\/\/prophet.com\/2018\/01\/creating-signature-stories\/\">Creating Signature Stories<\/a><\/strong><\/h2>\n\n\n\n<p>David Aaker<\/p>\n\n\n\n<p>Learning to create and leverage signature stories has truly become a \u201cmust-have\u201d management competence.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/2018\/01\/creating-signature-stories\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #000000; --bg-underline-color:#000000;\"  >\n                MEHR ERFAHREN <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 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\/2010\/01\/10497\/\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"350\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/04\/Website_Book_SpanningSilos_shadow.png\" alt=\"\" class=\"wp-image-18350 size-full\" \/><\/a><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"h5\"><a href=\"https:\/\/prophet.com\/2010\/01\/10497\/\">Spanning Silos: The New CMO Imperative<\/a><\/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":20063,"menu_order":2,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"coauthors":[3],"class_list":["post-20076","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This 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