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The interest in understanding the relationship between Islam and consumption and marketing practices has been increasing in recent years. Although traditionally Islam enforces the idea of Halal for all the products in accordance to teachings of the Holy Quran, scholars have time and again debated the connection of this traditional Islamic branding to the modern branding and marketing theories. Modern branding and marketing techniques focus on creating a demand among the target population, which is then met by supplying adequately. Halal, Islam and Muslims will always cause brand academics and practitioners problems. The understanding of what is Halal and Islamic brands is very crucial and if Muslim consumers are not encourage and nurture, the Islamic brands will be may remain as cultural products and the status of being Halal is temporal.

Islamic Branding and Marketing brings together up-to-date information on the impact of Islamic marketing and branding on consumer perception. This book investigates the promising, new subject matter of Islamic branding, which is yet to receive the academic and researchers attention it deserves. It provides a better understanding of Islamic branding, through conceptualizing the terms relevant to the brand-Islamization efforts of non-Muslim brands, by identifying the necessary ‘branding to Muslims’ practices. It differentiates between Islamic products and Islamic brands, identifies and explains the various types of Islamic branding and links them to the Islamization of originally non-Muslim brands, that is, international brands, and it discusses various halal-related issues that an Islamizing firm needs to adhere to in order to improve its chances of success in the Islamic market.

The changes of demographics and purchasing power of Muslim consumers and the success of Muslim entrepreneurs have begun to render Islamic marketing a scholarly and managerially attractive field. Hence, the practice of Islamic branding as marketing strategies has been gaining considerable momentum in academic circles within the past few years, both within and outside of the Islamic world. This book is intended to explore the reasons underlying the recent interest on Islamic marketing, discusses past research on the topic and offers a future research perspective.

This book will serve as an essential guide for upper-level students, researchers, academicians, professionals and practitioners, scientists, and executive managers as well as for those who study and those who participate in Muslim branding and marketing.