Watch David Aaker talk about Brand Relevance. In his new book, Brand Relevance: Making Competitors Irrelevant (John Wiley & Sons, January 2011), Haas Marketing Professor Emeritus David Aaker makes a distinction between brand preference and brand relevance competition to show firms how to succeed in dynamic markets. Haas Research spoke with Aaker to learn more […]
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David Aaker outlines how brand relevance can help firms become leaders in new product categories
Watch David Aaker talk about Brand Relevance. In his new book, Brand Relevance: Making Competitors Irrelevant (John Wiley & Sons, January 2011), Haas Marketing Professor Emeritus David Aaker makes a distinction between brand preference and brand relevance competition to show firms how to succeed in dynamic markets. Haas Research spoke with Aaker to learn more […]
Former Levi’s CEO Chip Bergh on making a brand iconic
From leadership lessons learned while serving in the U.S. Army to creating iconic brand campaigns for big companies, former Levi’s CEO Chip Bergh shared many career stories at last week’s Dean’s Speaker Series, co-sponsored by the Center for Responsible Business. Bergh, who recently retired, is known as a “brand guy,” starting his career as a […]
Aaker’s Brand Relevance Named Among Best Business Books of 2011
Brand Relevance: Making Competitors Irrelevant , the latest book published by noted brand authority and Haas Professor Emeritus David Aaker, was recently named one of three best marketing business books of 2011 by the influential management magazine strategy+business. In Brand Relevance, Aaker's 15th book, Aaker argues that the only way to grow in today’s market […]
Rooting for Peace: Berkeley Team Helps Brand a Humanitarian Organization
This semester, a group of Berkeley students is putting its marketing muscle to work helping a humanitarian organization turn mines into vines. As students in the Haas School’s Social Sector Solutions (S3) course, the team this month presented a strategic communications plan to Roots of Peace, an organization founded and led by Cal alumna Heidi […]
What’s your personal brand? New class helps students craft one
“Classified” is an occasional series spotlighting some of the more powerful lessons being taught in classrooms around Haas. On a recent Monday evening Berkeley Haas Lecturer Kellie McElhaney opened her class with a challenge, asking her students how others have defined them. “Too bossy” and “too sensitive” were among the responses that McElhaney quickly urged […]
Nancy Wallace Named Chair of the Fed’s Model Validation Council
Haas Real Estate and Finance Prof. Nancy Wallace was recently named chair of the Federal Reserve Board’s Model Validation Council, a group of five academics that provides independent rigorous assessment of the Fed’s own benchmark stress testing models. These models are used to determine the effectiveness of the individual banks’ stress test models. Wallace will […]
Nancy Wallace Named Chair of the Fed’s Model Validation Council
Haas Real Estate and Finance Prof. Nancy Wallace was recently named chair of the Federal Reserve Board’s Model Validation Council, a group of five academics that provides independent rigorous assessment of the Fed’s own benchmark stress testing models. These models are used to determine the effectiveness of the individual banks’ stress test models. Wallace will […]
Berkeley MBA Team Wins Brand Management Challenge
By considering customers who influence as well as those who purchase, a Berkeley MBA team claimed victory in the Elite Eight Brand Management Case Competition from Nov. 4 to Nov. 6 at the University of Minnesota’s Carlson School of Management. Alicia Chen, Anne-Elise Fettig, Jessica Huard, Vannie Shu, and Stephanie Tsai, all full-time MBA 2012 […]
MBA Team Takes Third in Brand Management Challenge
After preparing their case analysis for more than 30 hours straight, five Berkeley MBA students claimed third prize in the Carlson School's Elite Eight Brand Management Case Competition this past weekend. The winning Berkeley-Haas team consisted of Nandita Batra, Gabe Cohen, Melissa Millan, Agustina Sacerdote, and Andrea Schalka, all MBA 13. The team beat out […]
How to Trust What Customers Say About Your Brand
Marketers would love to get inside the consumer’s brain. And now they can. Researchers at UC Berkeley’s Haas School of Business are using functional magnetic resonance imaging (fMRI) to see if what people say about brands matches what they are actually thinking. In their paper, “From ‘Where’ to ‘What’: Distributed Representations of Brand Associations in […]
Expert Brand Builder Gary Shansby to Speak Feb. 14
Master brand builder Gary Shansby, who helped establish such names as Famous Amos cookies, La Victoria Mexican Foods, and Voss Water, will speak on Thursday, Feb. 14 at 12:30 p.m. in the Executive Learning Classroom (S480). The free event, part of the Dean’s Speaker Series, is open to the Haas community. Visit the Dean’s Speaker […]
Marketing Expert David Aaker to Talk on Threats to Brand Relevance, April 9
Branding guru and Haas Professor Emeritus David Aaker will return to the Haas School for his annual marketing lecture on April 9 at 12:30 p.m. in the Wells Fargo Room. The lecture, “Three Threats to Relevance—Strategies that Work,” is part of the David Aaker Distinguished Speaker Series and is sponsored by the Dean’s Speaker Series, […]
Prof. Aaker’s new book shows the power of story
In Creating Signature Stories, emeritus marketing professor David Aaker explains why storytelling is essential for brand marketing. Back in 1984, Zhang Ruimin was promoted to lead a struggling Chinese refrigerator company that would later become Haier. When a customer brought in a defective fridge, he went through an inventory of 400 units to find a […]
New Chesbrough Book Shows Companies How to Foster Innovation
In a new book that already has drawn glowing reviews, Haas School Adjunct Professor Henry Chesbrough calls on companies to break down their walls to foster innovation. Although just released in December 2006, Open Business Models: How to Thrive in the New Innovation Landscape, already has received a Wall Street Journal review calling the book, […]
Can Corporations Be Taught to Innovate Like Startups?
Can a big, established company still innovate like low-budget makers and garage inventors? In their new book, Hypershift, Andre Marquis and Manav Subodh share how big companies can tap the innovation secrets of Berkeley-Haas startups to enter new markets, establish brand leadership, and unlock value. “We’re seeing that the same processes we use for startups […]
In the developing world, rent-to-own business models offer opportunity, study finds
More than a billion people worldwide lack access to electricity, and even a $15 solar lamp is beyond the financial reach for many of them. Yet businesses have found a way to reach this very-low-income market through rent-to-own programs that combine incremental payments with technology to monitor and lock out non-paying customers. A new paper […]
Winter CMR Articles Spotlight Success for Brands, CIOs
How to achieve exceptional success as a consumer brand or as a chief information officer (CIO) are the subjects of two articles by Haas faculty in the winter 2012 issue of the California Management Review (CMR), the school's peer-reviewed business journal. In one article, Marketing Professor Emeritus David Aaker argues in favor of brand relevance […]
Marketing Guru David Aaker to Speak on Sharing Interests with Customers, Feb. 15
Haas Professor Emeritus David Aaker, an internationally recognized expert on marketing, innovation, and brand-positioning, will share his latest thinking on customers and brand building with the Haas community on Wednesday, Feb. 15, at 12:30 p.m. in the Wells Fargo Room. The talk is the latest installment of the David Aaker Distinguished Lecture Series in Marketing, […]
Financial Engineering Students Graduate, Class of ’15 Arrives
The (MFE) Program cheered 68 graduates at their commencement March 21 and welcomed 68 students into the 14th class of the program on March 24. Commencement speaker Emanuel Derman, author of My Life as a Quant and Models Behaving Badly, sent off the 13th graduation class of the MFE Program, the nation’s first financial engineering […]