Professor of Marketing at SPJIMR, Mumbai, Researcher, Brand and Strategy Consultant, Consumer Insight Specialist, Design Thinking Trainer, Student for Life.
Dr. Ashita Aggarwal has a double doctorate in management. Her DBA from ISB Hyderabad studies the business model for Voice AI value creation and monetization, and understanding the impact of anthropomorphism on Voice AI use cases. Her first doctoral research from Jamia Hamdard University focused on branding and communication of management schools in India.
Dr Ashita has pursued certification in Strategic Brand Management at Kellogg’s School of Management, Northwestern University, USA. She is a gold medalist in her MBA (PGDM), holds a Master’s in Marketing, and has a Bachelor’s in Economics from Delhi University. With over 25 years of experience, she has worked in the telecom and education sectors and consulted with pharma, retail, consulting, FMCG, and B2B in marketing, consumer, and branding strategy. She trains senior executives across sectors and companies on customer and brand strategy, customer insight, customer centricity and design thinking. She has taught courses in Marketing strategy at SUNY, Albany (USA).
An ardent researcher and brand consultant, she has researched consumer-brand relationships and brand management in SMEs/FMBs, and her research findings have been published in renowned journals and popular periodicals. She has authored several book chapters and case studies on Brand Equity, Brand Positioning, Marketing Effectiveness, Customer Experience Management, and Brand Communications. Her cases are used across the USA, Europe, and Asia. She has written on Brands and Branding, published by Routledge, which addresses the fundamentals of brand building in the age of AI and serves as a ready reckoner for brand practitioners to apply the concepts in their work. She is regularly quoted in business publications such as Forbes, Business World, Fortune, Campaign India, Open Magazine, ET Brand Equity, etc., for her perspective on brand strategy.
She has spearheaded the marketing area at SPJIMR, and the department was ranked among the top 5 in India during her tenure. She was the Chair of the Post Graduate Program for Women, which was awarded the most innovative program by AMBA (UK) and AACSB (USA)- international accreditation agencies. She mentored and designed the teaching excellence program at SPJIMR and worked with the Capacity Building Commission (Govt. of India) and the National Institute of Disaster Management to enhance the teaching-learning process. She is currently also the Chairperson of the two-year Post Graduate Program in Management at SPJIMR (ranked #1 in India by FT in 2024).
Reach Ashita at : brandingwithashita@gmail.com
Branding with Ashita 