The “brand” of the Catholic Church in England and Wales: Challenges and opportunities for communications
Year: 2018
Type: article
Abstract: This paper considers the concept of “brand” in relation to religious organisations and, in particular, the Catholic Church in England and Wales. It explores the application of marketing and branding concepts to the Church and reports on perceptions of the Church's brand and identity. The findings show that the Catholic Church in England and Wales has very strong brand equity and high levels of brand loyalty among its members, although conventional marketing language should be avoided due to the sensitivities involved. The findings suggest that the Church could usefully be regarded as a “brand community,” akin in many key respects to brand communities in the commercial sphere. It recommends that Church communications could be enhanced by leveraging the brand more effectively as within a true “brand community” for the purpose of encouraging brand loyalty and energising Church members.
Source: Journal of Public Affairs
DOI: 10.1002/pa.1881
Authors: Dominic Baster, Shirley Beresford, Brian Jones
Institution: Leeds Beckett University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2896677962