Accession Number:

AD1038883

Title:

Branding the Army

Descriptive Note:

Technical Report,05 Jun 2016,25 May 2017

Corporate Author:

ARMY COMMAND AND GENERAL STAFF COLLEGE FORT LEAVENWORTH KS FORT LEAVENWORTH United States

Personal Author(s):

• Bradford,Jordan G.

Report Date:

2017-05-25

Pagination or Media Count:

47.0

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 Armys 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 Armys brand.

Descriptors:

• military personnel
• personnel management
• market research
• motivation
• recruiting
• social media
• marketing
• Army
• All Volunteer

Subject Categories:

• Military Forces and Organizations
• Personnel Management and Labor Relations
• Economics and Cost Analysis

Distribution Statement:

APPROVED FOR PUBLIC RELEASE