The Psychology of Brand Perception: From Concrete Experiences to Abstract Judgments

Oliver Errichiello ()

Chapter Chapter 9 in The Church as a Brand, 2026, pp 93-97 from Springer

Abstract: Abstract Church mission statement processes of recent decades have typically produced abstract terms such as “innovative” or “social,” which, however, remain open to interpretation and thus ineffective from a brand sociology perspective. The problem is that such abstractions do not evoke concrete ideas among the public, and everyone interprets them differently. The brand sociological solution lies in shifting from abstract value statements to concrete performance communication (e.g., “coffee after the service” instead of “place of community”), since people form their judgments based on sensually tangible individual experiences.

Date: 2026
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DOI: 10.1007/978-3-658-51565-2_9

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