The Church as a Brand: An Introduction

Oliver Errichiello ()

Chapter Chapter 2 in The Church as a Brand, 2026, pp 9-13 from Springer

Abstract: AbstractThis chapter addresses the common objections to the concept of churches as brands—ranging from concerns about economic dilution and superficial trend adaptation to the perceived contradiction between brand exclusivity and the church’s claim to inclusivity. It is argued that brand sociology regards the church, with its biblical-normative foundation and its spiritual as well as social contributions, as an ideal type of brand. The central question is whether churches consciously shape their identity in accordance with their biblical nature or leave it to the spirit of the times.

Date: 2026
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DOI: 10.1007/978-3-658-51565-2_2

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