abstract:David Allen Aaker (born 1938) is an author, consultant, keynote, and well known marketing expert with a particular focus on brand strategy. He is currently the Vice Chairman of Prophet, a global brand and marketing consultancy firm, Professor Emeritus at the University of California, Berkeley's Haas School of Business, and an advisor to Dentsu, a major Japanese advertising agency.
DavidAaker, a marketing professor at the Haas School of Business, defines a value proposition as having three parts: functional benefits, emotional benefits and self-expressive benefits.
This article is by Dr. Erich Joachimsthaler, founder of Vivaldi Partners, an innovation strategy and marketing firm and co-author, with David A. Aaker, of Brand Leadership and Hidden in Plain Sight.