The Evolution of Religious Branding

Abstract

Religious marketing has risen substantially over the past two decades due to a confluence of societal changes, notably the freedom to determine one’s faith and the ubiquity of mass media with its concomitant advertising. Specifically, branding—a marketing tool whereby a product is given an identity beyond its physical attributes or services—is now being employed by an increasing number of Churches. Two recent branding campaigns—one by the Church of Scientology, the other by the United Methodist Church—provide case studies of how Churches are becoming increasingly sophisticated in their use of marketing. Beyond simply promoting their products, these campaigns use branding to solve multiple marketing issues, from improving a sagging public reputation to re-positioning traditional denominations.

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