A Theoretical Clarification: Brand Sociology is not Religious Branding

Oliver Errichiello ()

Chapter Chapter 1 in The Church as a Brand, 2026, pp 1-5 from Springer

Abstract: 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.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-51565-2_1

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DOI: 10.1007/978-3-658-51565-2_1

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