Religions as Brands

“Religions as Brands: New Perspectives on the Marketization of Religion and Spirituality,” edited by Jean‑Claude Usunier and Jörg Stolz, is an interdisciplinary academic volume that explores how religion functions like a ‘brand’ in contemporary society by examining the marketization and commoditization of religious groups, practices and identities, and how churches and other spiritual organizations must increasingly make themselves recognizable and attractive to modern “religious consumers.” The book brings together contributions from marketing, sociology and economics to analyze the relationship between religion, consumer behavior and economic forces, showing what happens when religious traditions adopt branding strategies, how believers and institutions respond, and what broader implications this trend has for society. A key focus is on how religions create distinctive identities, engage in symbolic communication, and adapt to competitive cultural environments, making the work relevant for scholars of sociology of religion, marketing, and cultural studies.