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Steering the Pattern of Brand Strengths

In: The Church as a Brand

Author

Listed:
  • Oliver Errichiello

Abstract

The genetic code of the church brand functions as a blueprint for “living systems,” composed of enduring “success building blocks” (fundamental characteristics proven over time) and contemporary components (specific, adaptable services). Once developed, it serves as a stable foundation for all strategic decisions. The methodological approach involves systematic group interviews with various church stakeholders. The process follows a participatory “inside-outside approach,” with feedback and approval from participants, in order to create a comprehensive genetic code by consolidating all individual perspectives, systematically integrating both overlaps and contradictions.

Suggested Citation

  • Oliver Errichiello, 2026. "Steering the Pattern of Brand Strengths," Springer Books, in: The Church as a Brand, chapter 0, pages 99-112, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-51565-2_10
    DOI: 10.1007/978-3-658-51565-2_10
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