The Dichotomy of Branding

This article investigates branding in the Orthodox Church of Finland. How does discuss its public image, and how theoretical lens add to this discussion? In study church communication workers were interviewed, strategies examined. The results indicate that discourses within churches are diverse even contradictory. identified authenticity is defended improper nature marketing asserted. At same time techniques considered useful: employ image visibility. Based on Beyer, it suggested interviewees place a greater emphasis function. Moreover, discusses contribute broader discussion Church’s relationship with modernity.