The Sociological Perspective on Brands

Oliver Errichiello ()

Chapter Chapter 6 in The Church as a Brand, 2026, pp 47-74 from Springer

Abstract: Abstract Chapter 6 develops the brand sociological approach, which understands brands as living “idea organisms” with evolutionary dynamics, shifting from instrumental means-end thinking to the preservation of the individual core essence through comprehensive promise reliability, with the church functioning as an energy system with a generator (institution) and accumulator (community). Central to this is the three-stage process from self-similarity (a recognizable pattern in all manifestations) through positive prejudices (which arise from concrete performance experiences and provide cognitive relief) to trust as the result of consistent social interactions over time. The brand sociological insight shows that church modernization efforts often alienate both target groups, while the “silent” congregation members are overlooked. Therefore, successful church branding requires internal clarity about spiritual identity and its consistent implementation in everyday life, rather than spectacular communication campaigns.

Date: 2026
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DOI: 10.1007/978-3-658-51565-2_6

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