Islamic Branding and Marketing Hardcover - 2011 - 1st Edition

From the jacket flap

Islamic Branding and Marketing: Creating a Global Islamic Business provides a complete guide to building brands in the largest consumer market in the world. The global Muslim market is now approximately 23 percent of the world's population and is projected to grow by about 35 percent in the next 20 years. If current trends continue, there are expected to be 2.2 billion Muslims in 2030 that will make up 26.4 percent of the world's total projected population of 8.3 billion.

As companies currently compete for the markets of China and India, few have realized that the global Muslim market represents potentially larger opportunities. Paul Temporal, a world-renowned brand expert, explains how to develop and manage brands and businesses for the fast growing Muslim market through sophisticated strategies that will ensure sustainable value, and addresses such issues as:

• What is Islamic branding and marketing?
• How is the global Muslim market structured?
• How can Islamic values add strength to branding in Muslim markets?
• What opportunities are there in Islamic brand categories, including the digital world?
• What challenges do companies face in building brands for Muslim markets?
• What strategies should non-Muslim companies adopt in Muslim markets?

More than 30 case studies illustrate practical applications of the topics covered. These include:

• Brunei Halal Brand
• Muxlim Inc.
• Yildiz Holding
• emel
• Zain
• Godiva Chocolatier
• Dubai Aluminium
• Johor Corporation
• Ummah Foods
• Nestl
• Unilever
• Al Rajhi Bank
• Fulla
• Sarawak

This groundbreaking book includes an Executive Summary of Proceedings of the Inaugural Oxford Global Islamic Branding and Marketing Forum at the Sad Business School, University of Oxford.

Whether you are in control of an established company, starting up a new one, or have responsibility for a brand within an Islamic country looking for growth, Islamic Branding and Marketing is an indispensable resource that will help you to build, improve and secure brand equity and value for your company.