Branding the Army

Abstract

How can the Army use branding to assist with meeting recruitment goals? History reveals that the Army can help surmount recruiting challenges by creating and maintaining a strong and consistent brand one that highlights intrinsic motivations to serve, in a branch unlike any other while properly leveraging stakeholders as brand ambassadors in a social-media driven world. Through a branding and marketing perspective, this monograph identifies best and worst practices of the US Army's branding campaigns so they may guide improvements for future Army recruiting efforts. To be sure, a comprehensive recruitment campaign should leverage the strengths of incentives, recruiter saturation, and marketing to be successful. This monograph focuses primarily on the marketing and advertising portions of a recruiting campaign, specifically as they pertain to the Army's brand.

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Document Details

Document Type
Technical Report
Publication Date
May 25, 2017
Accession Number
AD1038883

Entities

People

  • Jordan G. Bradford

Organizations

  • United States Army Command and General Staff College

Tags

Communities of Interest

  • Biomedical
  • Human Systems
  • Materials and Manufacturing Processes

DTIC Thesaurus Topics

  • Business Administration
  • Commerce
  • Data Centers
  • Department Of Defense
  • Enlisted Personnel
  • Governments
  • Management Personnel
  • Marketing
  • Military Personnel
  • Motivation
  • Organizational Structure
  • Personnel Management
  • Recruiting
  • Recruits
  • Social Media
  • United States
  • Warfare

Readers

  • Economics
  • Military History / Militaries and War Studies
  • Naval Personnel Management