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Mixed feelings on this. I feel passionately that church isn't a separate entity from the people - the church is the people that make it up, there's nothing else.
So I don't like the whole corporatisation of church - the logo, the slogan, etc. It sucks, and it encourages competition between churches.
But the essence of branding - a clear identity and focus, with people knowing what this group of people stands for - I'm into that kind of branding.
I think the Western church could probably learn a bit about that kind of branding from the persecuted church throughout the Middle East and Asia. But unfortunately I think those churches are instead hoping to learn from us professional marketers. More's the pity.