Brand New: An Exploratory Study Into the Role of Branding on Military Clothing Acceptability
Final rept. Sep-Dec 1997
ARMY SOLDIER AND BIOLOGICAL CHEMICAL COMMAND NATICK MA SOLDIER SYSTEMS CENTER
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A series of exploratory studies was conducted between September and December 1997 that consisted of a quantitative survey, a qualitative focus group, and a laboratory experiment. Inherent in these studies were issues relating to the purchase of commercial clothing and equipment, the improvement of soldiers acceptability of military issue clothing, and the potential for introducing the concept of branding within the U.S. military. A sample of 242 personnel from the 82nd Airborne Division, U.S. Army, answered a survey questionnaire concerning purchase and use of commercial items. Twenty-one Marines from the 7th Marine Regiment at Twenty Nine Palms, CA comprised three focus groups that addressed questions of Marines perceptions of military issue clothing, the use of commercial products and specific brands, and their own reactions to a series of hypothetical military brand logos. Finally, 31 civilians and 32 military subjects took part in a laboratory experiment at Soldier Systems Center, Natick, MA that investigated the potential influence of branding on clothing acceptability. This series of studies confirmed a general preference on the part of soldiers for commercial over military clothing and equipment, but more research is needed to further clarify the exact impact and implications on soldiers purchase behavior.
- Logistics, Military Facilities and Supplies