Post-High School Choices: Understanding the Differences Between Military Service and Other Options

摘要

In the marketing literature, brand architecture refers to the relationship of brands to one another, especially the relationship of a parent or corporate brand to products or sub-brands. The application of Brand Architecture to recruit marketing focused primarily on learning how perceptions of military service among youth can help advertisers differentiate military service from other postsecondary options such as working full-time or going to college. A second objective was to examine the more traditional brand architecture problem of how individual Services (Army, Navy, Marines Corps, Air Force, and Coast Guard) can differentiate themselves from each other.