MILITARY BRANDING AND MARKETING. THE COMPARATIVE CASES OF THE US AND RO FORCES

Abstract

Defense represents an ever-growing market where education and training are crucial parts of the defense resource management process. In order to develop a proper recruitment process, use modern incentives and maintain retention in number of personnel in today’s global economy, marketing tools such as branding become even more relevant for the decision makers. It is the purpose of this paper to analyze the tools and marketing techniques used by the US military and compare them to the transition process in terms of military marketing that the Romanian Military is facing. What are some of the advantages of the US model, what are some of the gaps and shortfalls of the Romanian system, what can and cannot be adapted to a European social welfare model and what are some of the minimum requirements in terms of recruitment in NATO are some of the questions that this paper aims to answer.