Abstract:
Branding is a strategy designed by companies to help patrons or consumers quickly identify their
products or organisations and give them a reason to choose their products or organisations over
other competitors. In the Old Testament, God identified the Israelites as a unique brand. In the
New Testament, Jesus Christ branded the church with the power of the Holy Spirit, miracles, signs
and wonders. Reading the Acts of the Apostles, the church developed a brand of being Spiritfilled,
communal-living and mission-minded. It was out of this that early believers in Antioch
were called ‘Christians’. The name ‘Christian’ therefore became a brand name for believers and
followers of Jesus Christ. In view of this, one would expect that the concept of branding would be
a major tool for modern-day churches. Although there are several publications on branding from
the perspective of marketing and management, there is no such academic research on missional
branding, hence this research. This article contributes to the interdisciplinary discourse on
branding, with specific reference to the missional branding of the Church of Pentecost.
Description:
Dr White is participating in the
research project, ‘Ecodomy’,
directed by Prof. Dr Nelus
Niemandt, Department of
Science of Religion and
Missiology, Faculty of
Theology and Religion,
University of Pretoria.
HTS 75th anniversary Maake Masango dedication
