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

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 Fátima, 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 © 2006 John Wiley & Sons, Ltd.