Abstract:
This article investigates the rather unknown theme of “corporate identity and corporate image” as applied to the church. Starting from the premise that corporate identity enables us to communicate change, direction and a church’s point of difference, it is evident that proper strategic and visionary management is a prerequisite for the church today. “Corporate image is in the eyes of the world” and this urges the church to regard this undertaking in a serious light. Thus, a church's unique selling proposition has to be identified, not necessarily to compete, but to add specific value for its members. The concept of “sur/petition” of Edward de Bono (vis-à-vis competition) is pursued in an integrated value system. The article addresses the distortion between the intended and the received image of the church.
