AR 601-208 — index record
| Number | AR 601-208 |
|---|---|
| Title | THE ARMY MARKETING PROGRAM |
| Published | November 10, 2021 |
| Office of primary responsibility | ASA (M&RA) |
| Issued by | Headquarters, Department of the Army |
| Status on the index | Active |
| Unit of issue | PDF P |
| Source index | Army Publishing Directorate |
| Index last read | October 20, 2026 |
Copied from Army Publishing Directorate (index). The publication itself is the authority; this page does not summarize or interpret it. Verify the current edition on the index before acting.
From the publication itself
Text below is lifted mechanically from the official PDF (22 pages, read October 20, 2026) with no editing or interpretation. Quote the document, not this page.
Purpose, in the publication’s words
This regulation prescribes the responsibilities, objectives, policies, and procedures for the U.S. Army Marketing Pro- gram and the Army Trademark and Licensing Program (ATLP). It governs the marketing operations that provide the necessary activities, institutions, and processes to create, deliver, and analyze the effectiveness of marketing content to enable the Army to access and retain personnel with talents that best meet the U.S. Army’s missions. This includes marketing activities that support Regular Army, Army National Guard (ARNG), U.S. Army Reserve (USAR), Special Mission recruiting (to include Chaplain, Judge Advocate General Corps, U.S. Army Special Operations Forces (ARSOF), Army Medical Corps, and other similar missions) as well as Department of the Army (DA) Civilians. This regulation further defines Army policy and prescribes Army procedures for the proper use of the Army’s logos, tag lines, and elements of its trademarks by Army organizations.
Summary of changes, as printed
The Army Marketing Program This major revision, dated 10 November 2021— o Changes title from The Army Brand and Marketing Program to The Army Marketing Program (title page). o Incorporates Army General Order 2021 – 06 (Reassignment of the Office of the Chief Army Enterprise Marketing from a Field Operating Agency of the Deputy Chief of Staff, G – 1, to a Field Operating Agency of the Assistant Secretary of the Army (Manpower and Reserve Affairs)) (front matter and throughout). o Assigns marketing support responsibilities to plan, assist, and enhance the marketing activities of accessions commanders to the Army Enterprise Marketing Office regional support structure (paras 1 – 7). o Incorporates Army Directive 2019 – 25 (Establishment of the Office of Chief Army Enterprise Marketing) (para 1 –7 and throughout). o Delineates branding and trademarks from marketing, and assigns branding and trademark administration to the Chief of Public Affairs (para 1 – 9 and chap 2). o Updates responsibilities to reflect the establishment of the Army Enterprise Marketing Office (para 1 – 9 and throughout). o Establishes requirements for planning, reviewing, and spending national and local marketing funds (paras 2 – 2 and 2 – 3). o Implements quarterly business reviews accountability, approval, and release of future marketing funds (para 2– 3b(4)).
Contents
- Chapter 1 Introductionp. 1
- Section I Generalp. 1
- Section II Responsibilitiesp. 2
- Chapter 2 Army Marketing Policiesp. 5
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