Misusing church brands: problems with the ownership and management of denominational brand imagery in the United Methodist Church

Trademarked images frequently play an important role in helping contemporary religious institutions establish and maintain a visual identity for their brands. But, these images and the subsequent decision to protect them legally also signify a clash of opinions on authority, theology and rights of ownership. Thus, disputes about trademarked images within religious communities are more than mere negotiations over who can and cannot use a particular symbol, but are ultimately conflicts that end up demarcating the boundaries of institutional membership and revealing a religious body’s (often unquestioned) allegiance to market-based principles. This article explores a case study regarding the United Methodist Church’s ‘Cross and Flame’ insigne, and investigates how tensions over the logo’s proper use uncover implicit statements about the denomination’s position on free market competition in a religious marketplace.     

Reversing the Placebo: Performance‐Branded Experiences Can Undermine Consumer Performance

Products bearing premium brand labels are known to increase perceptions of efficacy and improve objective consumer performance relative to lesser‐branded equivalents, in what is traditionally described as a marketing placebo effect. In this paper, we suggest that experiences bearing these highly regarded brand labels can lead to a reverse effect, such that consumer performance actually declines with their use. Our findings demonstrate across domains of improving mental acuity, learning a new language, and developing financial analysis skills that completing performance‐branded training experiences impairs objective performance in related tasks, relative to lower‐performance‐branded or unbranded counterparts. We posit that branded training experiences can evoke a brand‐as‐master relationship in which consumers take on a subservient role relative to the brand. As a consequence, higher‐performance brands may impose greater demands upon consumers, increasing performance‐anxiety and interfering with an individual's ability to perform effectively. These results document an important ramification of applying branding to learning experiences and identify contexts in which traditionally positive marketing actions can backfire for consumers.     

Creating Cultural Meaning in Products and Brands: A Psychological Perspective

R. Batra (2019) and S. Fournier and C. Alvarez (2019) provide many substantive perspectives related to the questions about creating cultural meaning in products and brands. This commentary organizes their views and thoughts under five broadly categorized questions and identifies additional relevant perspectives and questions for future research.