Abstract
Building the brand of the Catholic Church is an area that is little explored in the literature on the subject. This issue turns out to be a very controversial area due to the nature of the activities and the sphere in which these activities are to be performed (marketing, ethics, religion, and faith). The article presents the results of qualitative research conducted among clergymen in Poland and is additionally based on the analysis of the literature on the subject. The theoretical considerations and research results presented in the article help to develop an understanding of the activities of the Catholic Church in Poland, aimed at strengthening the value of its brand. It should be noted that the generational change taking place in Poland forces the clergy to change their narrative and way of conducting dialogue. The previous generations, based on the faith and ethos of John Paul II, also expect modern forms of communication more and more often, which leads to building the brand value of the Catholic Church in Poland. The article discusses the specificity of the interdependence of the Church and marketing, identifies the issues of building the brand of the Catholic Church and the use of modern marketing tools in this process, and presents the results of its own research, which leads to the drawing of final conclusions verifying the research questions posed in the research methodology. This article may initiate an extended discussion on the controversial topic of the implementation of commercial marketing tools into management processes in the Catholic Church.
Highlights
Research shows that in European countries we encounter less and less participation of the faithful in the religious life of the church
The second one added concisely that “the Church is a specific institution that has existed for two thousand years and has extensive experience in this regard, that is in building a brand
It is important that the above awareness creates a certain consensus in the process of building the image of the Church between the assumptions of faith, the commercialization of marketing activities, and the expectations of the society
Summary
Research shows that in European countries we encounter less and less participation of the faithful in the religious life of the church. The number of consecrated persons is decreasing from year to year (Esteves 2020) These processes apply to Poland, which is considered a country with a high commitment to religious life. The Churches themselves and the church institutions of different denominations face a serious dilemma, namely, how to effectively reach non-believers, and people who declare themselves as believers, so that they become active members of the Churches. This situation becomes important, because people who struggle with everyday problems have to choose between many organizations that encourage active participation in their lives. They are the present of the Church and of the world, insofar as the future starts with the present” (Tagheu 2019, p. 138)
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