Branding The National Church of Denmark: An investigation on how to increase the perceived membership value for the light users of the church, without damaging the brand of it

Rasmus Woelke

Student thesis: Master thesis

Abstract

For the past 24 years, the membership numbers of The National Church of Denmark have been declining. This is especially a problem for the diocese of Copenhagen, because it has the lowest membership percentage in the country. This has caused the diocese to design a communication strategy that entails The National Church of Denmark in Copenhagen, to be more focused on providing the light users of the church, with something they will find relevant. A concrete approach on how to do this has not been made, however. Further, the brand of The National Church of Denmark can be damaged if the activities, made to attract the light users, are too far away from what constitutes the core of it. This thesis provides an understanding of how The National Church of Denmark can enhance the perceived membership value for the light users, without damaging the core of the brand. By collecting data from inside the organization, the internal identity of the organization has been located, and the boundaries to how much it is capable of accommodating the needs of the light users, have been made clear. In-depth interviews have showed that the value of charity needs to be kept as a key component in every activity that is made by The National Church of Denmark, in order to keep its internal identity intact. Further, a combination of focus groups and a quantitative questionnaire have shed light on how The National Church of Denmark is perceived by the light users, and thus located the external identity. This has revealed which associations, positive as well as negative, the light users connect with the church. In that way, it has been detected which aspects can increase the likelihood of the light users to go to church, and which aspect that can keep them from going. By applying these results into a structural model, it has been made possible to confirm, with statistical significance, how to influence the likelihood of the light users to go to church. Thus it has been found that if an activity is: considered up-to-date, based on charity and with less focus on the religious aspect, it will have a significant impact on the likelihood of the light users to attend such an activity. Further, since such an activity is based on charity, it is possible for The National Church of Denmark to create such an activity without damaging the brand, and thus maintain the core value it is constituted by. An ideal identity for The National Church of Denmark has therefore been detected.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2014
Number of pages151