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200773 https://hdl.handle.net/2286/R.2.N.200773 http://rightsstatements.org/vocab/InC/1.0/ http://creativecommons.org/licenses/by-nc-sa/4.0 2025-05 40 pages Gamboa, Victoria Eaton, John Mokwa, Michael Barrett, The Honors College Department of Marketing College of Health Solutions This thesis explores the U.S. military and its marketing and organizational strategy, demonstrating how the military operates not only as a national defense entity, but also as a well-developed service brand with a successful business model. By analyzing historical shifts in military marketing, from World War I propaganda, to the most recent forms of military marketing, this thesis uncovers how the military strategically develops marketing materials in an effort to shape public perception and foster the patriotism that is so prevalent in the United States. Additionally, exploring the parallels between traditional business practices and those of the United States military, demonstrating how the military builds trust and a brand image similar to a consumer-business enterprise. Ultimately my work restructures the traditional view of the United States Military as a global power and instead as an adaptive, marketing-savvy institution whose success is ultimately dependent on public support and internal alignment. Military Marketing Air Force Army Propaganda Military Marketing and Organizational Strategy: Exploring the U.S. Military as a Service and Business Model