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A Theoretical Clarification: Brand Sociology is not Religious Branding

In: The Church as a Brand

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Listed:
  • Oliver Errichiello

Abstract

This chapter presents brand sociology as a theoretical foundation for religious organizations, fundamentally differing from classical religion-branding approaches by focusing on the identification of the historically evolved “genetic code” of the organization. While most religion-branding theories treat religion as a consumer good and rely on market adaptation, entertainment, and instrumental marketing strategies, brand sociology pursues an identity-oriented approach. The aim is to strengthen the established spiritual identity and social function, rather than superficially adapting religious organizations to market logics.

Suggested Citation

  • Oliver Errichiello, 2026. "A Theoretical Clarification: Brand Sociology is not Religious Branding," Springer Books, in: The Church as a Brand, chapter 0, pages 1-5, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-51565-2_1
    DOI: 10.1007/978-3-658-51565-2_1
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