By Daily Press staff
One of the world’s experts on branding will share his perspectives on what companies can do to separate themselves from the rest of the pack.
“An Evening with David Aaker,” will be held on April 20 at the Fairmont Miramar, located at 101 Wilshire Blvd.
The dinner event is being presented by the University of California Berkeley Haas School of Business Alumni Network and sponsored by Santa Monica-based The Phelps Group.
The event is open to the public at a reserved cost of $55 before April 16, or $65 at the door. A $49 rate is available for University of California alumni, members of the MBA Alumni Alliance of Southern California, the Business Marketing Association and the American Marketing Association.
The evening’s activities will start with a cocktail reception at 6 p.m., followed at 7 p.m. by dinner and Aaker’s presentation.
Parking is available at the hotel or nearby parking structures. Reservations can be made at www.thephelpsgroup.com/aaker.
The author of 11 books and more than 90 articles, Aaker has been called the world’s leading academic on branding.
In Aaker’s newest book, “Brand Portfolio Strategy,” he discusses how to manage a portfolio of brands for maximum profitability, and shows how roles and responsibilities that support other portfolio brands create relevance, differentiation, energy, leverage and clarity.
Aaker is vice chairman of Prophet, a consulting firm that represents Adidas, Boeing, BP and Sara Lee. He also is a professor at the Haas School of Business, University of California at Berkeley.
Aaker received a bachelor’s degree fro the Massachusetts Institute of Technology, and his master’s and Ph.D. degrees from Stanford University.
Originally published in the Santa Monica Daily Press print edition on April 16, 2004. Read the original PDF.