7. PERCEPTUAL MAPS—FULL MAP AMONG 16-24 YEAR-OLDS Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all For better educated and good for women Ordinary, For Average Person Physical (Combat likely, Dangerous) Elite and high standards I could succeed there Trained by real leaders Never accept defeat Will never leave fallen comrade Qualities for success in life Builds personal strength Will never quit Military tasks drills Honor, loyalty, courage Strongest in the world Well-respected Technology Training Better job once I get out Offers interesting work Builds real leaders Send me to exciting places Ordinary Requires the most discipline Go where the real action is Requires courage bravery Feared as a fighting force Most dangerous jobs Good for women Has very high standards Low skill For an average person For the average person Elite Requires teamwork Always places mission first Requires being mentally tough Requires being physically tough I'd become a real expert in my field Best represents the US military Last resort Offers the most job specialties Likely to end up in combat Treats women fairly Treats minorities fairly Widest choice of roles Peace-keeping role Feels like a 'place' for me Occupational opportunities Educational opportunities Air Force Marines Army Navy

16. Source: Millward Brown Optimor’s BrandZ Top100 Most Valuable Global Brands, 2010 report

27. PINNACLE

29. MOVING TOWARD AN ENTERPRISE BRAND

31. MARCHING ORDERS Army Outcomes An All-Volunteer Force of High Quality Soldiers, Civilians and Leaders Army Imperative Sustain the Army’s Soldiers, Families and Civilians Overarching Requirement Effectively and Efficiently Allocate and Use Resources to Build the Best Possible Force Campaign Objectives Man the Army & Preserve the All-Volunteer Force Goal The Army is seen as a valued, organization that Americans support, recommend and want to be a part of (consider joining) Objective Within three to five years create a successful Enterprise Brand Strategy Build Army Brand Equity, utilizing the results of the Brand Assessment study to create a bona fide Enterprise Brand Architecture (and messaging platform) Rationale A successful, Enterprise Army Brand allows the Army to achieve its goals with fewer resources. (Time, People, Money) Army Campaign Plan Strategic Marketing Plan

32. GREAT BRAND ARCHITECTURE BUILDS EQUITY AND MEANING IN THE ENTERPRISE BRAND Products Brands Time Brand Equity Sub-brands Build and draw equity

33. A BRANDING SPECTRUM House of Brands Highly consistent Highly differentiated Branded House Endorser Brands Highly consistent Hybrid Brands 1, 3, 5, 7

34. BRANDED HOUSE EXAMPLE: GE Businesses Business Units Corporate Brand/Enterprise Brand GE Commercial Finance GE Industrial GE Infrastructure GE Money GE Healthcare

35. ENTERPRISE BRANDS HAVE GREATER VALUE, TRUST, CONFIDENCE, EXPECTATION/GROWTH

36. CREATING THE ARMY ENTERPRISE BRAND

40. BRAND KEYS MODEL FUSING Emotional Psychological Jungian-based Personification Questionnaire Rational Category Attributes, Benefits & Values Factor Analysis + Regression Analysis + Causal Path Modeling

41. US ARMY RESEARCH OBJECTIVE Determine if an enterprise-wide brand architecture is viable—one that can be used internally across commands and externally across constituencies—to inform enterprise wide cohesion, drive positive perceptions and create the foundation for a unique and ownable position for the US Army. © Brand Keys, Inc. 2011

47. MAJOR MILESTONES TODAY Gain alignment development of Enterprise Brand 4-6 months Conduct Enterprise positioning & value proposition research 2-4 months Finalize Enterprise messaging platform Within 8-10 months Go to market strategy for Enterprise Brand