Brand Sociological Theory in the Ecclesiastical Context

Oliver Errichiello ()

Chapter Chapter 5 in The Church as a Brand, 2026, pp 37-46 from Springer

Abstract: Abstract This chapter demonstrates that, in contrast to short-term business-oriented brand concepts, the brand sociological approach focuses on long-term systems of trust and collective dynamics, with the church as a social alliance system connecting people of diverse backgrounds through shared values and tangible achievements. As traditional forms of community erode, commercial brands assume their societal function as carriers of social identity, since the human need for belonging remains constant despite increasing individualization. The church unites both communal elements (emotional connectedness, tradition) and societal structures (rational organization, formal rules), and through this duality, can offer both emotional attachment and rational reliability in a fragmented world.

Date: 2026
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DOI: 10.1007/978-3-658-51565-2_5

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