Steering the Pattern of Brand Strengths

Oliver Errichiello ()

Chapter Chapter 10 in The Church as a Brand, 2026, pp 99-112 from Springer

Abstract: AbstractThe 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.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-51565-2_10

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DOI: 10.1007/978-3-658-51565-2_10

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