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dc.contributor.advisorHeiman, Suzetteeng
dc.contributor.authorDuncan, Kristen D.eng
dc.coverage.spatialUnited Stateseng
dc.date.issued2010eng
dc.date.submitted2010 Springeng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on June 7, 2010).eng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionThesis advisor: Suzette Heiman.eng
dc.descriptionM.A. University of Missouri--Columbia 2010.eng
dc.description.abstractSince the U.S. Air Force's inception in 1946, even after 60 years of air superiority and dominance, the Air Force struggles to find a recognizable image and identity among the five services, to include the U.S. Army, Navy, Marine Corps and Coast Guard. The AF dominates air, space and cyberspace, yet its "brand" has never reached audiences as well as the Marine Corps or Army. As an AF public affairs officer, the purpose of this thesis is to examine the messages portrayed in the marketing campaign "Above All" and determine if the central AF themes were showcased, then propose a slogan and test it through qualitative analysis via semi-structured interviews and survey. This is intended as an exploratory study to better understand how to brand the AF. Results will show the Air Force first has to develop its organizational identity and stick with an integrated marketing campaign for the long-term.eng
dc.description.bibrefIncludes bibliographical referenceseng
dc.format.extentv, 68 pageseng
dc.identifier.merlinb77768504eng
dc.identifier.oclc647786719eng
dc.identifier.urihttp://hdl.handle.net/10355/8068
dc.identifier.urihttps://doi.org/10.32469/10355/8068eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2010 Theseseng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
dc.subject.lcshDLC -- eng -- DLCeng
dc.subject.lcshUnited States -- Air Forceeng
dc.subject.lcshCorporate imageeng
dc.subject.lcshMarketingeng
dc.subject.lcshMilitary service, Voluntaryeng
dc.titleWingman, warrior, airman : branding the U.S. Air Forceeng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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