How can the Defence Forces enhance brand equity through a digital marketing strategy that leverages association with its academic partners?

Abstract

The field of marketing has seen an evolution in the way brands communicate with consumers, how consumers communicate with brands and how consumers communicate with one another (Rogers, 2021). The Defence Forces is poised to adopt a digital culture through digital transformation, innovation, and technology, affording countless opportunities to enhance its brand and support recruitment. This paper focuses on the wider educational benefits associated with the organisation and examines how the Defence Forces can enhance brand equity through a digital marketing strategy that leverages association with its academic partners. The article examines the literature of prominent scholars and experts in the marketing field, led by Kotler and Keller’s Strategic Brand Management theoretical framework (2012) and supported by current digital marketing trends and insights, resulting in several thought-provoking findings.

This paper identifies that the alternative pathway to third-level education offered through a career in the Defence Forces is not widely associated and identified with the Defence Forces brand, along with its partnerships with third-level academic institutions in Ireland. Interestingly, seventy per cent of the survey respondents indicated that they were unaware of the transition year work experience programme occasionally held by the Defence Forces. Post-primary schools would welcome more information with some students missing this valuable opportunity due to a lack of awareness. Research further indicated that the Defence Forces digital presence on social media platforms has limited penetration amongst post-primary schools in Ireland. Based on the findings from the analysed data and literature, this paper suggests several digital marketing practices for the Defence Forces to expand its digital presence through a comprehensive omnichannel approach, thereby enhancing its brand equity and supporting recruitment.