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Exploitation of Trademarks by Churches: Case Study on Sustainable Marketing, Branding, and Reputation Management
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Author(s): Lionel Washington Nobiri (Nobz Intellectual Property Consultancy and Firm (NIPCF), Zimbabwe)
Copyright: 2023
Pages: 21
Source title:
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch025
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Abstract
The study assessed the exploitation of trademarks by churches, looking at this as a case study on sustainable marketing, branding, and reputation management. It made use of a mixed approach. The qualitative method involved in-depth interviews with church leaders to identify the trademarks used by their respective churches, and how they have been used to enhance their marketing, branding, and reputation management strategies. The quantitative method involved a survey of churchgoers to evaluate the effectiveness of the identified trademarks on their perception of the churches' marketing, branding, and reputation. The study revealed seven types of trademarks exploited by churches, categorized in two namely: conventional trademarks and non-conventional trademarks. The study also showed the various factors influencing the form of exploitation trademarks exploited by churches, on their marketing and branding strategies, and their impact on the reputation management of the churches.
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