“The crusade is the vision”: branding charisma in a global pentecostal ministry

@article{Gordon2005TheCI,
  title={“The crusade is the vision”: branding charisma in a global pentecostal ministry},
  author={Tamar Gordon and Mary Elizabeth Hancock},
  journal={Material Religion},
  year={2005},
  volume={1},
  pages={386 - 404}
}
This paper explores the rhetorical properties of mass-mediated revival spectacles staged by Reinhard Bonnke, a German-born evangelist who has long worked in Sub-Saharan Africa and claims to have converted millions of Africans to Christianity. The swooping pans of these massive African crusades, which form the establishing shots in proselytic videos, model Bonnke's particular Pentecostal visual ideology. In doing so, these images bear material witness to Bonnke's reputation as a global… 

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Church Branding and Self-Packaging: the Mass Media and African Pentecostal Missionary Strategy

  • F. Benyah
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    Journal of Religion in Africa
  • 2018
The use of the mass media has become a contemporary and fast-growing religious phenomenon within Pentecostal and charismatic churches. By drawing implications on the use of modern media technologies,

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Managing brand equity: Capitalizing on the value of a brand name

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