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The brand positioning and image of a religious organisation: an empirical analysis

✍ Scribed by Madalena Abreu

Publisher
John Wiley and Sons
Year
2006
Tongue
English
Weight
98 KB
Volume
11
Category
Article
ISSN
1465-4520

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✦ Synopsis

Abstract

Brand positioning and image development are important topics for any religious organisation wishing to provide an effective service to the public. It follows that in a world with increasing religious options, the position strategy decision and the brand position statement are essential aspects of a fully responsive religious organisation. To investigate these issues the author presents the findings of a study that compared the brand position of a Catholic shrine in Portugal, i.e. the sanctuary of FΓ‘tima, with the image of the shrine as perceived by its pilgrims. The paper also attempts to offer a definition of religious marketing and explores some possible antecedents of effective brand positioning within this particular field.

Copyright Β© 2006 John Wiley & Sons, Ltd.

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