Branding the Islamic way

1. Islamic branding
A conceptualization of related terms

2. Key Points:
 Islamic Branding: An investigation of its concepts
 Identifying ‘Branding to Muslims’: Practices
 Islamic products -Vs- Islamic Brands
 Halal Market: Brand Islamization
“There is a new big thing in the world of marketing and it is green, not the familiar grass-green of the environment,
but a deeper green – the traditional color of Islam.” Young, 2007 )

3. Islamic branding:
 Islamic religious brands, or halal brands, are created according to the
Islamic principles that guide what is permissible.
 Unlike Kosher which deals exclusively with food.
http://www.koshercertification.org.uk/whatdoe.html
 This extension provides a much greater opportunity.
 The halal market remains unexplored.
 Small number of MNCs dared to engage halal at an earlier stage now
enjoy the results of their timely intervention.
 They dominate 90 per cent of the halal food market.

4. Islamic Branding can be defined
in 3 different ways
Islamic brands by
compliance (Islamic brands
by religion or halal brands)
1. Finance Sector
2. Food Sector
Primarily to attract Muslim
consumers by faith. However
broadening appeals to attract Non-
Muslims too.
For example, more than 60 per
cent of the customers of Islamic
hotels in Dubai are non-Muslims
Islamic brands by origin i.e
by originating from Islamic
country.
These brands acquire the
description ‘ Islamic ’
mainly because they
originate from Islamic
countries.
Examples include airlines such as
Emirates Airlines.
Islamic brands by
customers.
Brands that emanate from
non- Islamic countries, yet
are designed specially to
target the Muslim
consumer.
Examples: such as Nestl é , Unilever, L ’
Oreal, McDonalds, KFC and many others

5. Non-Muslim MNCs
Nestl é , Unilever, L ’ Oreal, Colgate, Baskin Robbins and Campbell Soup

6. Branding
to
Muslims
 It emphasizes the importance
of Muslims as a distinct
potential market.
 Novelty of Islamic branding is
non-existent despite the huge
potential.
 Islamic products and Islamic
brands; different shades of it.
 Major branding considerations
an Islamizing firm needs to
consider.
 Source of insights for future
research.
Why it is
important?

7. Islamic brands versus Islamic
products
Islamic brands -Vs-
1. May or may not be Sharia compliant.
2. Islamic by compliance.
3. Islamic brand by virtue of origin.
 For example. Wine produce from Turkey though non compliant
to Sharia Law is an Islamic brand by originating from an Islamic
dominated state.
Islamic products
1. Must be sharia compliant.
2. Islamic by virtue of target market
particularly addressed to Muslims at
large.
Example Halal products

8. HALAL MARKET: In general, the halal market can be
divided into three interlinked categories; food, lifestyles and
services.
FOOD
The food category is
currently dominated
by non-Muslim
multinationals such
as KFC and Nestl é
LIFESTYLE
Dominated by non-Muslim
multinationals, Islamic
producers of halal
cosmetics, that is, without
alcohol or animal fats, are
slowly establishing their
brands in the Muslim
marketplace.
SERVICES
Includes finance,
hospitality and logistics,
among others.
Banks that operate
according to Sharia law.
In hospitality, hotels are
increasingly running on
Islamic lines is gaining
popularity.

9. Islamic Marketing: A short video
https://www.youtube.com/watch?v=7RUTYoWs2eA

10. Fatema Nissa