Dedicated followers of fashion: Morag Cuddeford Jones asks if religion needs as much help with its brand image as commercial institutions. Would adding a bit of gloss increase the conversion rate or do the spiritual and secular worlds simply not mix?(Religion)

It is well established, with a universal brand, outlets in every community, many city centre sites with car parks and excellent goodwill. It has a visually well defined logo, with staff wearing easily identifiable uniforms. Although many of its outlets are dated they are still functioning, and remain open all flay. It attracts and retains many part-timers in addition to its full-time staff and is an equal opportunities employer.

Competition and fashion have had a marked effect however. This has forced it to address style issues, sell off some of its outlets and repackage its product to appeal to niche markets. Although it does not offer refunds and will not accept returns, its after sales service remains a key positioning feature. We're not talking about McDonald's or a hotel chain, but Christianity--the brand.

If you were to categorise religions in commercial terms, they would belong to a category of uber brands. For many, they enjoy 100% brand awareness and customer loyalty, little staff turnover and global reach. According to the US-based World Education Almanac Group, 95% of the world's 6.3 billion people belong to a religion. But the inherently spirtual nature of religion understandably leaves many of its leaders a little queasy about drawing parallels with branding.

For many, the issue of branding means using commercial marketing techniques, something religious leaders feel is already responsible for a number of the world's ills. The Archbishop of Canterbury, Rowan Williams, made his feelings about branding very clear during his New Year message this year:

"Businesses and charities seem obsessed with rebranding themselves. You wonder how much difference it really makes. Perhaps [they think] if we changed the image we'd be trusted and relied on. Perhaps people trust us even less when we change the brand name? It can be an infallible recipe for anxiety--permanent, restless concern about how we look."

He went on to dismiss branding using the example of the church itself, claiming: "But in reality Christians, like other religious people, believe that God doesn't change. If God doesn't change, there's something in us that doesn't change. No need for constant makeovers."

But perhaps this queasiness is a European, or British phenomenon? In the US, the attitude is completely different. "All the religions in the US are tied up in a competitive spiritual marketplace," claims Boston University's chairman of the department of religion, Stephen Prothero. "Religious people like to imagine that they're not involved in the commercial …