Branding Made Simple: Jesus Christ as Case Study 2
Brand Activation- The process of making a brand well known and loved by consumers is called brand activation. Consumer brand activations are a very crucial part of building a positive perception of a brand. This can be done through product samplings, in-store retail marketing, sponsorships, and experiential events. Brands must find a way to reach potential customers that can shift perceptions and create a real emotional engagement. These marketing events must bring up positive feeling in the minds about them in order for them to become loyal customers and purchase their products. Jesus’ brand activations were the signs and wonders he did along with his preaching. These actions brought more people to know him and want to be around him.
A company’s brand identity is how that business wants to be perceived by consumers.
Brand Identity- A company’s brand identity is how that business wants to be perceived by consumers. The visible elements of a brand (such as colors, design, logotype, name, and symbol) that identify and distinguish the brand in the consumers’ mind are the brand identities. Jesus had and still has identity that we can relate to; If a doctor tells a Nigerian Christian patient that he has cancer, be sure of what he would respond with- “Blood of Jesus!” Blood of Jesus, the cross, are all identities of Jesus Christ.
Brand Personality- The attribution of human personality traits (seriousness, warmth,etc.) to a brand is a way to achieve differentiation. It is usually done through long-term above-the-line advertising and appropriate packaging and graphics. These traits inform brand behaviour through both prepared communication/packaging, etc., and through the people who represent the brand — its employees. Jesus had a constant personality trait which was ‘compassion’; he even transferred this trait to his disciples.
Brand Positioning- This is the distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix. Jesus as a brand knew that he had to position himself to be heard and seen by people, he positioned himself on the boat. In Matthew 13:2 “Such large crowds gathered around him that he got into a boat and sat in it, while all the people stood on the shore.” Mark 4:1 “Again Jesus began to teach by the lake. The crowd that gathered around him was so large that he got into a boat and sat in it out on the lake, while all the people were along the shore at the water’s edge.”
Positioning involves the careful manipulation of every element of the marketing mix
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