About
Americus Reed, II is the Whitney M. Young Jr., Professor of Marketing at the Wharton School, University of Pennsylvania, where he has served on faculty since 2000. An avid fitness enthusiast, part time drummer and tireless educator, Americus’ primary research and consulting areas are in brand equity and Identity Loyalty – the study of creating and fostering “brand communities” that transcend the utilitarian aspects of products to actualize iconic levels of symbolic identity and self-expression; connect to deep levels of emotional and social affiliation, and cultivate lifelong relationships with intermediate customers and end consumers. In 2005, his academic work in this area received honorable mention for the prestigious Robert Ferber Award for academic impact in the Journal of Consumer Research (JCR) and in 2009 he received JCR’s Best Paper Award. And he is a recipient of the Society for Consumer Psychology (SCP) 2023 Distinguished Scientific Contribution Award. His article “Identity-Based Consumer Behavior” was the recipient of the 2023 Steenkamp Long-Term Impact award in the International Journal of Research in Marketing (IJRM).
Americus describes the power of branding in this TEDx conversation. He has authored more than 50 articles, book chapters and cases on the topic. He has been featured on CNN, CNBC, Forbes, Wall Street Journal, Huffington Post, New York Times, NPR, TIME, the Hidden Brain Podcast and Knowledge at Wharton. He hosts a Podcast called Marketing Matters which airs live on Wednesdays on Wharton’s Sirius XM Channel 132 Business Radio. He teaches customer analysis, branding and consumer psychology to undergraduate, graduate, doctoral and executive students.
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TV & Media Coverage
The Tale of Boeing’s Downfall: A Crisis Communication Breakdown
In my exploration of crisis communication strategies and their critical role in maintaining a brand’s integrity, the saga of Boeing presents a particularly illuminating case
Evolution in Aisle 3: The Growth of Private Labels
Exploring the Evolution and Impact of Private Label Brands in Modern Retail In the realm of contemporary retail, the ascent of private label brands continues
A Sneak Peek into Prof. Americus Reed’s Keynote on Branding at Umdasch Group
Intro Welcome, marketing professionals! As a fellow expert in the field of branding, I am excited to share with you a sneak peek into my
Unlocking the Secrets of Iconic Ads: Jenna Lebel from Liberty Insurance
In a recent enlightening session of Marketing Matters, we were joined by Jenna Lebel, Chief Marketing Officer at Liberty Mutual Insurance. Jenna’s deep dive into
Chocolate Meets Marketing Strategy: A Delectable Lesson in Wharton’s Marketing 612
Let me take you on a little journey we recently embarked on in my Marketing 612 class at Wharton. It’s not every day that you
Elon Musk’s Tweet-A Tipping Point in Brand Ethics and Leadership Influence | CNBC’s Power Lunch & Americus Reed
In today’s highly competitive and challenging economic environment, a single statement can significantly alter a brand’s trajectory. The recent comments by Elon Musk offer a