Marketization and Branding

The concepts of marketization and branding are both closely connected to modern understandings of the notion of the market, which can be traced back to the early modern liberalism and classical political economy of the 18th and 19th centuries. In the liberalism of thinkers such as Adam Smith, John Stuart Mill, and David Ricardo, the market was conceived of as the key independent social coordination mechanism that was to facilitate peoples’ rational pursuit of self-interest while simultaneously ensuring the autonomy of individual choices. This entry defines the idea of a market society and then moves to the discussion of branding and how churches use branding to bring attention to their message and activities.

The Market Society

Liberalism ushered in an understanding of the market as a prime ...

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