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1. Eine theoretische Klarstellung: Markensoziologie ist nicht Religious Branding

  • 2026
  • OriginalPaper
  • Chapter
Published in:
Author
Oliver Errichiello
Published in
Die Kirche als Marke
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Dieses Kapitel stellt die Markensoziologie als theoretische Grundlage für religiöse Organisationen vor, die sich fundamental von klassischen Religion-Branding-Ansätzen unterscheidet, indem sie auf die Identifikation des historisch gewachsenen „Genetischen Codes“ der Organisation fokussiert. Während Religion-Branding-Theorien Religion als Konsumgut behandeln und auf Marktanpassung, Entertainment und instrumentelle Marketingstrategien setzen, verfolgt die Markensoziologie einen identitätsorientierten Ansatz. Ziel ist es, die gewachsene spirituelle Identität und gesellschaftliche Funktion zu stärken, anstatt religiöse Organisationen oberflächlich an Marktlogiken anzupassen.

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next chapter Die Kirche als Marke: Eine Einführung
Title
Eine theoretische Klarstellung: Markensoziologie ist nicht Religious Branding
Author
Oliver Errichiello
Copyright Year
2026
Book
Die Kirche als Marke

Print ISBN: 978-3-658-50499-1

Electronic ISBN: 978-3-658-50500-4

Copyright Year: 2026

DOI
https://doi.org/10.1007/978-3-658-50500-4_1
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