In Marketing parlance, Brand Image is the perception of the customers of the brand. This image develops over time—as customers interact with and experience the brand.
If marketers want their brand to have an elite, top-of-the-line brand image, then everything (advertising, packaging, pricing, and placement) have to be high-end.
A Patek Philippe watch, for example, maintains a reputation for excellent craftsmanship. Every part is polished, visible or not. Because it is the only company that maintains a record of all their watches since 1839, they can restore any of them. The lowest-priced Patek Philippe cost US$20,000 (over one million pesos!), sold only in exclusive shops.
This was exactly the brand the Philippine’s new president was wearing on his inauguration day. Immediately memes about how much the watch cost (ranging from 14-24 million pesos), which was quite insensitive because 24% of the population is living in poverty, as reported by the Philippine Statistics Authority, and at that time, the country was reeling from the high inflation rate.
Just as quickly, apologists came to his defense. “You can’t expect him to wear any less, don’t you? The Marcoses are super rich and so are the Araneta’s (his wife).” Brand Image.
In contrast, a Timex watch, which is displayed randomly in big and small watch shops, and which ordinary people like us wear, is mass-produced and can sell for as low as P2,000.
To maintain their status in elite society, many go for Patek Philippe because of its Brand Image. In this consumer-oriented culture, we feel we can “buy” acceptance by wearing what beautiful people, like the new president, wear: branded watch and other branded items.
In like manner, there is sometimes a temptation to make ourselves and our places of worship attractive to the world so we can win followers for Christ: impressive knowledge of the Bible, state-of-the-art equipment and musical instruments, etc. But the Bible is clear about the Brand Image that is really important to God.
It is found in Colossians 3:12-14 (NLT). “Since God chose you to be the holy people he loves, you must clothe yourselves with tenderhearted mercy, kindness, humility, gentleness, and patience . . . Above all, clothe yourselves with love, which binds us all together in perfect harmony.”
Instead of enhancing our own Brand Image, we need to reflect the image of God, which is being perfected in us through the grace of Jesus.
How can I be the likeness of Christ among unbelievers?
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