“Protestant denominations are simply facing what most companies face as they try to develop brand loyalty – consumers with many different options who may not perceive strong differences among those options.  Church denominations certainly are not the same as hotels or soft drinks, but some of the same rules apply – the brands that develop stronger loyalty tend to do a better job of differentiating themselves from other brands and demonstrating key elements of the brand very clearly.  With one-third of all Protestant churchgoers not even being able to identify a preferred denomination, denominational leaders face many of the same challenges as do the leaders of brands such as Coke, Chevrolet, or Home Depot,” Sellers said.