This presentation is based upon the analogy between a Brand and Religion, giving a totally different perspective to Branding & Marketing.

1. Is Brand A Religion ?
By- Aniket Joshi

2. Overview
• Brand vs. Religion
• Versatility of a Brand
• Branding vs. Missionary Work
• Brand Merchandising vs. Religious Symbols
• Brand Loyalty vs. Religious Devotees
• Advocates vs. Missionaries
• Brand Switching vs. Conversion of Religion
• Brand Values vs. Religious Values
• Brand Associations vs. Religious Associations
• Brand Ambassador vs. Priest

3. Brand vs. Religion
• Brand, like a religion, offers unique solution to the
problems faced by its followers.
• Islam was formed to bring peace in the Gulf region
where different tribes were fighting fiercely.

4. • A brand has to be versatile because it provides a
solution to the different problems of different
customers.
• Versatility helps a brand to formulate & serve
different solutions to different customers.
Versatility of a Brand

5. • Branding relates customers to label.
• A label comes to life after branding.
• Branding is similar to preaching of religion by the
missionaries.
Branding vs. Missionary Work

6. Brand Merchandising vs. Religious Symbols
• ‘Brand merchandise' which is a collection of related
products with the same brand labels on it.
• Similarly, the priest and monks wear certain attire
to denote their faith.
• Christians wear a cross, Hindus wear 'Rudraksha' or
'Tulsi' necklaces. Jews & Muslim wear certain caps.

7. Brand Loyalty vs. Religious Devotees
• Consistency of a brand develops a trust, continuity
develops customer loyalty.
• Brand Loyalty is defined as the continuance of the
customers.
• In religious terms, they are devotees.

8. Advocates vs. Missionaries
• Customers who start talking about the brand &
recommending it to friends and people in their zone
of influence are referred to as 'Advocates'.
• Similarly missionaries in the religion actively try to
persuade and convert people of other religion to
their religion.

9. Brand Switching vs. Conversion of Religion
• In terms of products, the customers not satisfied
with the product features and performance become
non users.
• Similarly people who are not satisfied with their
religion convert to some other religion.
• Non-users are potential customers for Brand
Swtching.

10. Brand Values vs. Religious Values
• Brands like Nike & Fit Bit have their values defined
as sports and physical fitness activities.
• Similarly religions like Jainism follow values like
being vegetarian.

11. Brand Associations vs. Religious
Associations
• In terms of products, they are associated with
various jingles and tunes such as Airtel, Reliance
etc.
• Similarly in religion, different religions are
associated with different colors like Hindu – Saffron
& Muslin – Green.

12. Brand Ambassadors vs. Priests
• Brand Ambassadors function like priests who
preach the brand values and try to convert
customers.
• Priests try to preach their religion and convert
people into their religion in the same way