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Islamic Branding and Marketing: Creating A Global Islamic Business

ISBN: 978-0-470-82539-6
256 pages
June 2011
Islamic Branding and Marketing: Creating A Global Islamic Business (0470825391) cover image


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 the global Muslim market represents potentially larger opportunities. Author Paul Temporal 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 issues such as:

  • How is the global Muslim market structured?
  • What opportunities are there in Islamic brand categories, including the digital world?
  • What strategies should non-Muslim companies adopt in Muslim countries?

More than 30 case studies illustrate practical applications of the topics covered, including Brunei Halal Brand, Godiva Chocolatier, Johor Corporations, Nestle, Unilever, Fulla, Muxlim Inc, and more.

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 build, improve and secure brand equity and value for your company.

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Table of Contents



1 Introduction.

Islam: The Religion and the Brand.

Is Islamic Branding a Myth or a Reality?

The Five Pillars of Islam.

The Principles of Islamic Trade and Commerce.

The Interface between Islam and Trade.

How Are Islamic Brands Doing?

Why the Interest in Islamic Branding and Marketing?

Could There Be an Islamic Economic Union?

2 Why Muslim Nations Need to Develop Strong Brands.


Why Do Countries Need Branding?

Why Do Islamic Countries Need to Undertake and Encourage Branding?

The Power and Rewards of Country Branding.

The Connection between National and Corporate Branding.

National Brand Structures.

Sector and Industry Branding.

Case Study 1: Brunei Halal Brand.

Case Study 2: Sarawak.

Summary: Branding for Islamic Countries and Industries.

3 An Overview of Muslim Markets.


The Growing Global Muslim Market.

The Gallup Coexist Index.

JWT Muslim Market Segmentation.

Ogilvy & Mather Worldwide and Ogilvy Noor.

Retail Muslim Consumer Segmentation.

Summary: What Does All This Mean?

The Range of Opportunities in Islamic Branding and Marketing.

4 The Nature and Structure of Islamic Markets.


A Typology of Islamic Brands.

5 Building a Brand Strategy.


Brand Strategy.

Case Study 3: Hallmark Inc.

The Role of Consumer Insight.

Case Study 4: Unilever Malaysia.

Creating a Brand Strategy.

Brand Personality, Attitude, and Trust.

Speed, Agility, and Innovation.

Brand Positioning.

The Need for Positioning Statements.

How to Write and Use a Positioning Statement.

Brand Management.

Can Islamic Brands Use Western Techniques to Go Global?

Case Study 5: Opus International Group plc.

Case Study 6: Petronas.


6 Opportunities in Islamic Brand Categories.


Islamic Foods and Beverages.

Case Study 7: Yildiz Holding.

Islamic Financial Services.

Islamic Education.

Islamic Entertainment and “Edutainment”.

Case Study 8: Sami Yusuf.

Case Study 9: THE 99.

Islamic Travel, Tourism, and Leisure.

Case Study 10: CrescentRating.com.

Islamic Medical, Pharmaceutical, and Beauty Products and Services.

Islamic Fashion and Products for Women.

Islamic Internet, Media, and Digital Products.

Vast Opportunities; No Big Brands.


7 The Future: Opportunities in the Internet, Media, and Digital World.


The Impact of Internet Developments on Marketing.

Social Media Branding and the Muslim Lifestyle Consumer.

Implications for Islamic Branding and Marketing.

Case Study 11: Muxlim Inc.: I.

Case Study 12: Muxlim Inc.: II.

Other Internet Brands.

Opportunities in Traditional Media.

Case Study 13: Islam Channel.

Case Study 14: emel.

Case Study 15: Aquila.


8 Challenges Facing Islamic Brands.


Key Challenges for Aspiring Muslim Brands: The Six A’s.


9 Key Success Factors and Strategies for Aspiring Islamic Brands.


1. Understand the Market Clearly.

2. Build Your Brand Based on Islamic Values with Universal Emotional Appeal.

Case Study 16: Al Rajhi Bank in Malaysia.

3. Position Your Company and Brand on Relevance to the Market.

Case Study 17: Chicken Cottage Ltd.

4. Communicate the Brand Appropriately and with Islamic Appeal.

Case Study 18: Olpers.

Case Study 19: Zain: I.

5. Gain First Mover Advantage in New Industries and Categories.

6. Consider Mergers, Acquisitions, and Partnerships.

Case Study 20: Godiva Chocolatier.

7. Develop New and Ethical Business Models Using Islamic Values and Practices.

Case Study 21: Zain: II.

Case Study 22: Johor Corporation (JCorp).

8. Build an International Brand Using Western Techniques and Appeal.

Case Study 23: Dubai Aluminium (DUBAL).

9. Aim for a Niche Market.

Case Study 24: Ummah Foods.

Case Study 25: Bateel.

10. Offer a Close Alternative in a Major Category.

Case Study 26: Fulla.

Case Study 27: Beurger King Muslim (BKM).

Case Study 28: OnePure Beauty.


10 Challenges and Key Strategies for the Building and Marketing of Non-Muslim Brands to Muslim Markets.


Gaining Brand Awareness.

Ensuring Accessibility.

Case Study 29: QSR Brands Berhad and Yum! Brands.

Gaining Acceptability.

Achieving Suitable and Consistent Standards and Quality (Adequacy).

Understanding the Culture.

Gaining Trust (Affinity).

Case Study 30: Nike.

Case Study 31: MoneyGram International.

Attack from Brand Competitors.

Case Study 32: The Nestlé Approach.


11 Summary of Power Brand Strategy Programs for Muslim Markets.

Strategies for Non-Muslim Brands.

Strategies for Muslim Brands.

The Future of Islamic Branding and Marketing.

Appendix 1: The Oxford Research and Education Project on Islamic Branding and Marketing: Brief Project Overview.

Appendix 2: The Inaugural Oxford Global Islamic Branding and Marketing Forum: Summary of Proceedings, July 26–27, 2010, Oxford, England.


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Author Information

Dr. Paul Temporal is a leading global expert on brand strategy and management. He has over 30 years of experience in consulting and training, and is a much sought after international speaker. He has consulted for many of the top corporations and governments around the world, and is well known for his practical and results-oriented approach.
He is an Associate Fellow at Saïd Business School, Executive Education Centre, and at Green Templeton College, University of Oxford as well as a Visiting Professor in Marketing at Shanghai Jiao Tong University.
As part of his work at Oxford University, Dr. Temporal directs a research and education project on Islamic branding and marketing.
He is a frequent contributor to the global media and has published numerous bestselling books, including Advanced Brand Management, Branding in Asia, Asia's Star Brands, Romancing the Customer, and The Branding of MTV.
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Press Release

September 16, 2011
Developing and managing brands for the fast-growing Muslim market

While many companies fall over themselves to court the markets of India and China, the global Muslim market remains relatively untapped, uncharted waters. This largest consumer market in the world currently comprises about 23 percent of the world’s population. With a projected growth rate of about 35 percent over the next 20 years, it is poised as a potential gold mine of opportunity because in 2030, if current trends prevail as projected, there will be 2.2 billion Muslims in the world, making up 26.4 percent of the world’s total forecasted population of 8.3 billion.

Dr. Paul Temporal’s new book, Islamic Branding and Marketing is required reading for any business leader helming an established company, starting up a new one or looking to grow an existing brand within the comparatively unfamiliar waters of the global Islamic market. The international speaker and leading global expert on brand strategy and management brings over 30 years of experience in consulting and training to the table in this groundbreaking book.

He sheds light on the hitherto mysterious world of Islamic business dynamics and the huge population of Islamic consumers who have been passed over by marketers from the Western world. He delves into Islamic values and culture and illustrates how these are inextricably linked to Islamic buying behaviour.

Over 30 case studies – including Brunei Halal Brand, Unilever, Nestle, Dubai Aluminium, Al Rajhi Bank and Godiva Chocolatier – provide practical applications of sophisticated strategies for developing and managing brands and businesses such that they provide lasting, meaningful value to the unique Muslim market. Temporal explains the importance of understanding the market clearly, building a brand based on Islamic values with universal emotional appeal and how to communicate the brand effectively to resonate with the Islamic context.

Islamic Branding and Marketing tackles often confounding issues such as what exactly Islamic branding and marketing is and explores the challenges facing companies crafting brands for these markets. It explains the intricacies of the global Muslim market structure and outlines key strategies non-Muslim companies can adopt to thrive in these markets. It also discusses if and how Islamic values can add to branding targeted at Muslim consumers and delves into the opportunities available in Islamic brand categories such as food and beverage, financial services, tourism and leisure, fashion, pharmaceuticals, media and digital products.  

Finally, to further open up an understanding of the workings of the Islamic business world, the book includes an Executive Summary of Proceedings of the Inaugural Oxford Global Islamic Branding and Marketing Forum, held at the Saïd Business School, University of Oxford, in 2010.

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