Department of the Army Regulation 601-208

Personnel Procurement

The Army Brand and Marketing Program


16 July 2013

Effective date: 16 August 2013

UNCLASSIFIED

PIN: 004372000

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History. This publication is a major revision.

Summary. This revision establishes the role of the Assistant Secretary of the Army (Manpower and Reserve Affairs), Army Marketing and Research Group in the Army branding, trademark licensing, marketing, and advertising program. It also explains and expands the definition and control of the Army Brand. This regulation applies to all internal and external Army branding, marketing, advertising, and communications to ensure consistency of the single Army Brand theme unless otherwise authorized by exception.

Applicability. This regulation applies to the Active Army and the U.S. Army Reserve, unless otherwise stated. It also applies to Department of the Army Civilian employment regarding Army branding for all Army communications and recruiting support activities.

Proponent and exception authority. The proponent of this regulation is the Assistant Secretary of the Army (Manpower and Reserve Affairs). The proponent has the authority to approve exceptions or waivers to this regulation that are consistent with controlling law and regulations. (This includes the establishment of sub-brands for use within the Army for both internal and external communications and marketing.) The proponent may delegate this approval authority, in writing, to a division chief within the proponent agency in the grade of colonel or the civilian equivalent. Activities may request a waiver to this regulation by providing justification that includes a full analysis of the expected benefits and must include formal review by the activity's senior legal officer. All waiver requests will be endorsed by the commander or senior leader of the requesting activity and forwarded through their higher headquarters to the policy proponent. Refer to AR 25-30 for specific guidance.

Army internal control process. This regulation contains internal control provisions in accordance with AR 11-2 and identifies key internal controls that must be evaluated (see appendix B ).

Supplementation. Supplementation of this regulation and establishment of command and local forms is prohibited unless prior approval is obtained from Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs), Army Marketing and Research Group, 200 Stovall Street, Hoffman II, Room 4N29 Alexandria, VA 22332-4000.

Suggested improvements. Users are invited to send comments and suggested improvements on DA Form 2028 (Recommended Changes to Publications and Blank Forms) directly to Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs), Army Marketing and Research Group, 200 Stovall Street, Hoffman II, Room 4N29 Alexandria, VA 22332-4000.

Distribution. This publication is available in electronic media only and is intended for command level C for the Active Army and D for the U.S. Army Reserve.


This regulation supersedes AR 601-208, dated 15 May 1983.


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