{"product_id":"islamic-branding-and-marketing-isbn-9780470825396","title":"Islamic Branding and Marketing","description":"\u003ci\u003eIslamic Branding and Marketing: Creating A Global Islamic Business\u003c\/i\u003e 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.  \u003cp\u003eAs 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow is the global Muslim market structured?\u003c\/li\u003e \u003cli\u003eWhat opportunities are there in Islamic brand categories, including the digital world?\u003c\/li\u003e \u003cli\u003eWhat strategies should non-Muslim companies adopt in Muslim countries?\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eMore 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.\u003c\/p\u003e \u003cp\u003eWhether 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, \u003ci\u003eIslamic Branding and Marketing\u003c\/i\u003e is an indispensable resource that will help build, improve and secure brand equity and value for your company.\u003c\/p\u003e  \u003cb\u003ePreface.\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eAcknowledgments.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Introduction.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIslam: The Religion and the Brand.\u003c\/p\u003e \u003cp\u003eIs Islamic Branding a Myth or a Reality?\u003c\/p\u003e \u003cp\u003eThe Five Pillars of Islam.\u003c\/p\u003e \u003cp\u003eThe Principles of Islamic Trade and Commerce.\u003c\/p\u003e \u003cp\u003eThe Interface between Islam and Trade.\u003c\/p\u003e \u003cp\u003eHow Are Islamic Brands Doing?\u003c\/p\u003e \u003cp\u003eWhy the Interest in Islamic Branding and Marketing?\u003c\/p\u003e \u003cp\u003eCould There Be an Islamic Economic Union?\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Why Muslim Nations Need to Develop Strong Brands\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eWhy Do Countries Need Branding?\u003c\/p\u003e \u003cp\u003eWhy Do Islamic Countries Need to Undertake and Encourage Branding?\u003c\/p\u003e \u003cp\u003eThe Power and Rewards of Country Branding.\u003c\/p\u003e \u003cp\u003eThe Connection between National and Corporate Branding.\u003c\/p\u003e \u003cp\u003eNational Brand Structures.\u003c\/p\u003e \u003cp\u003eSector and Industry Branding.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 1\u003c\/i\u003e: Brunei Halal Brand.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 2\u003c\/i\u003e: Sarawak.\u003c\/p\u003e \u003cp\u003eSummary: Branding for Islamic Countries and Industries.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 An Overview of Muslim Markets.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eThe Growing Global Muslim Market.\u003c\/p\u003e \u003cp\u003eThe Gallup Coexist Index.\u003c\/p\u003e \u003cp\u003eJWT Muslim Market Segmentation.\u003c\/p\u003e \u003cp\u003eOgilvy \u0026amp; Mather Worldwide and Ogilvy Noor.\u003c\/p\u003e \u003cp\u003eRetail Muslim Consumer Segmentation.\u003c\/p\u003e \u003cp\u003eSummary: What Does All This Mean?\u003c\/p\u003e \u003cp\u003eThe Range of Opportunities in Islamic Branding and Marketing.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Nature and Structure of Islamic Markets.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eA Typology of Islamic Brands.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Building a Brand Strategy.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eBrand Strategy.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 3\u003c\/i\u003e: Hallmark Inc.\u003c\/p\u003e \u003cp\u003eThe Role of Consumer Insight.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 4\u003c\/i\u003e: Unilever Malaysia.\u003c\/p\u003e \u003cp\u003eCreating a Brand Strategy.\u003c\/p\u003e \u003cp\u003eBrand Personality, Attitude, and Trust.\u003c\/p\u003e \u003cp\u003eSpeed, Agility, and Innovation.\u003c\/p\u003e \u003cp\u003eBrand Positioning.\u003c\/p\u003e \u003cp\u003eThe Need for Positioning Statements.\u003c\/p\u003e \u003cp\u003eHow to Write and Use a Positioning Statement.\u003c\/p\u003e \u003cp\u003eBrand Management.\u003c\/p\u003e \u003cp\u003eCan Islamic Brands Use Western Techniques to Go Global?\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 5\u003c\/i\u003e: Opus International Group plc.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 6\u003c\/i\u003e: Petronas.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Opportunities in Islamic Brand Categories.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eIslamic Foods and Beverages.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 7\u003c\/i\u003e: Yildiz Holding.\u003c\/p\u003e \u003cp\u003eIslamic Financial Services.\u003c\/p\u003e \u003cp\u003eIslamic Education.\u003c\/p\u003e \u003cp\u003eIslamic Entertainment and “Edutainment”.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 8\u003c\/i\u003e: Sami Yusuf.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 9\u003c\/i\u003e: \u003ci\u003eTHE 99.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIslamic Travel, Tourism, and Leisure.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 10\u003c\/i\u003e: CrescentRating.com.\u003c\/p\u003e \u003cp\u003eIslamic Medical, Pharmaceutical, and Beauty Products and Services.\u003c\/p\u003e \u003cp\u003eIslamic Fashion and Products for Women.\u003c\/p\u003e \u003cp\u003eIslamic Internet, Media, and Digital Products.\u003c\/p\u003e \u003cp\u003eVast Opportunities; No Big Brands.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 The Future: Opportunities in the Internet, Media, and Digital World.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eThe Impact of Internet Developments on Marketing.\u003c\/p\u003e \u003cp\u003eSocial Media Branding and the Muslim Lifestyle Consumer.\u003c\/p\u003e \u003cp\u003eImplications for Islamic Branding and Marketing.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 11\u003c\/i\u003e: Muxlim Inc.: I.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 12\u003c\/i\u003e: Muxlim Inc.: II.\u003c\/p\u003e \u003cp\u003eOther Internet Brands.\u003c\/p\u003e \u003cp\u003eOpportunities in Traditional Media.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 13\u003c\/i\u003e: Islam Channel.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 14\u003c\/i\u003e: \u003ci\u003eemel.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 15\u003c\/i\u003e: Aquila.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Challenges Facing Islamic Brands.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eKey Challenges for Aspiring Muslim Brands: The Six A’s.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Key Success Factors and Strategies for Aspiring Islamic Brands.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003e1. Understand the Market Clearly.\u003c\/p\u003e \u003cp\u003e2. Build Your Brand Based on Islamic Values with Universal Emotional Appeal.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 16\u003c\/i\u003e: Al Rajhi Bank in Malaysia.\u003c\/p\u003e \u003cp\u003e3. Position Your Company and Brand on Relevance to the Market.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 17\u003c\/i\u003e: Chicken Cottage Ltd.\u003c\/p\u003e \u003cp\u003e4. Communicate the Brand Appropriately and with Islamic Appeal.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 18\u003c\/i\u003e: Olpers.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 19\u003c\/i\u003e: Zain: I.\u003c\/p\u003e \u003cp\u003e5. Gain First Mover Advantage in New Industries and Categories.\u003c\/p\u003e \u003cp\u003e6. Consider Mergers, Acquisitions, and Partnerships.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 20\u003c\/i\u003e: Godiva Chocolatier.\u003c\/p\u003e \u003cp\u003e7. Develop New and Ethical Business Models Using Islamic Values and Practices.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 21\u003c\/i\u003e: Zain: II.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 22\u003c\/i\u003e: Johor Corporation (JCorp).\u003c\/p\u003e \u003cp\u003e8. Build an International Brand Using Western Techniques and Appeal.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 23\u003c\/i\u003e: Dubai Aluminium (DUBAL).\u003c\/p\u003e \u003cp\u003e9. Aim for a Niche Market.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 24\u003c\/i\u003e: Ummah Foods.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 25\u003c\/i\u003e: Bateel.\u003c\/p\u003e \u003cp\u003e10. Offer a Close Alternative in a Major Category.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 26\u003c\/i\u003e: Fulla.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 27\u003c\/i\u003e: Beurger King Muslim (BKM).\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 28\u003c\/i\u003e: OnePure Beauty.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Challenges and Key Strategies for the Building and Marketing of Non-Muslim Brands to Muslim Markets.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003eGaining Brand Awareness.\u003c\/p\u003e \u003cp\u003eEnsuring Accessibility.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 29\u003c\/i\u003e: QSR Brands Berhad and Yum! Brands.\u003c\/p\u003e \u003cp\u003eGaining Acceptability.\u003c\/p\u003e \u003cp\u003eAchieving Suitable and Consistent Standards and Quality (Adequacy).\u003c\/p\u003e \u003cp\u003eUnderstanding the Culture.\u003c\/p\u003e \u003cp\u003eGaining Trust (Affinity).\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 30\u003c\/i\u003e: Nike.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 31\u003c\/i\u003e: MoneyGram International.\u003c\/p\u003e \u003cp\u003eAttack from Brand Competitors.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Study 32\u003c\/i\u003e: The Nestlé Approach.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Summary of Power Brand Strategy Programs for Muslim Markets.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStrategies for Non-Muslim Brands.\u003c\/p\u003e \u003cp\u003eStrategies for Muslim Brands.\u003c\/p\u003e \u003cp\u003eThe Future of Islamic Branding and Marketing.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix 1:\u003c\/b\u003e The Oxford Research and Education Project on Islamic Branding and Marketing: Brief Project Overview.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix 2:\u003c\/b\u003e The Inaugural Oxford Global Islamic Branding and Marketing Forum: Summary of Proceedings, July 26–27, 2010, Oxford, England.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  \u003cb\u003eDr. Paul Temporal\u003c\/b\u003e 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.\u003cbr\u003e 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.\u003cbr\u003e As part of his work at Oxford University, Dr. Temporal directs a research and education project on Islamic branding and marketing.\u003cbr\u003e He is a frequent contributor to the global media and has published numerous bestselling books, including \u003ci\u003eAdvanced Brand Management, Branding in Asia, Asia's Star Brands, Romancing the Customer,\u003c\/i\u003e and \u003ci\u003eThe Branding of MTV\u003c\/i\u003e.  \u003ci\u003eIslamic Branding and Marketing: Creating a Global Islamic Business\u003c\/i\u003e 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.  \u003cp\u003eAs 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eWhat is Islamic branding and marketing?\u003c\/li\u003e \u003cli\u003eHow is the global Muslim market structured?\u003c\/li\u003e \u003cli\u003eHow can Islamic values add strength to branding in Muslim markets?\u003c\/li\u003e \u003cli\u003eWhat opportunities are there in Islamic brand categories, including the digital world?\u003c\/li\u003e \u003cli\u003eWhat challenges do companies face in building brands for Muslim markets?\u003c\/li\u003e \u003cli\u003eWhat strategies should non-Muslim companies adopt in Muslim markets?\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eMore than 30 case studies illustrate practical applications of the topics covered. These include:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eBrunei Halal Brand\u003c\/li\u003e \u003cli\u003eMuxlim Inc.\u003c\/li\u003e \u003cli\u003eYildiz Holding\u003c\/li\u003e \u003cli\u003eemel\u003c\/li\u003e \u003cli\u003eZain\u003c\/li\u003e \u003cli\u003eGodiva Chocolatier\u003c\/li\u003e \u003cli\u003eDubai Aluminium\u003c\/li\u003e \u003cli\u003eJohor Corporation\u003c\/li\u003e \u003cli\u003eUmmah Foods\u003c\/li\u003e \u003cli\u003eNestlé\u003c\/li\u003e \u003cli\u003eUnilever\u003c\/li\u003e \u003cli\u003eAl Rajhi Bank\u003c\/li\u003e \u003cli\u003eFulla\u003c\/li\u003e \u003cli\u003eSarawak\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis groundbreaking book includes an Executive Summary of Proceedings of the Inaugural Oxford Global Islamic Branding and Marketing Forum at the Saïd Business School, University of Oxford.\u003c\/p\u003e \u003cp\u003eWhether 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, \u003ci\u003eIslamic Branding and Marketing\u003c\/i\u003e is an indispensable resource that will help you to build, improve and secure brand equity and value for your company.\u003c\/p\u003e  \"Most companies know little about Islamic culture, buying behavior and marketing. Paul Temporal has done a superb job of opening up Western and Asian eyes to Islamic opportunities as well as helping Islamic businesses improve their brand positioning.\"\u003cbr\u003e \u003cb\u003e—Philip Kotler\u003c\/b\u003e, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University  \u003cp\u003e\"The Islamic population of the world has been neglected by marketers in a totally unwarranted way for far too long. Paul Temporal knows the subject and knows the consumers. This masterful book fills a huge gap in the understanding of this 'last frontier' of marketing.\"\u003cbr\u003e \u003cb\u003e—Miles Young\u003c\/b\u003e, Chief Executive Officer, Ogilvy \u0026amp; Mather Worldwide\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eIslamic Branding and Marketing\u003c\/i\u003e is a courageous and well-documented attempt at unearthing the vast opportunities in the Muslim world that remain largely unrealized. The uniformity, coming as it does within a vast geographical and ethnic diversity, is quite unique. The \u003ci\u003eUmmah\u003c\/i\u003e—as Muslims refer to it—naturally pulled together not only by faith but by a whole set of ethical and behavioral conduct that touches every aspect of daily life. This book helps marketers to plan ahead on how to manage this \"diverse homogeneity\" that distinguish the \u003ci\u003eUmmah\u003c\/i\u003e and do so on a kind of scale that represents 25 percent of the world population.\"\u003cbr\u003e \u003cb\u003e—Roy M. Haddad\u003c\/b\u003e, Chairman and CEO, JWT MEA Group\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eIslamic Branding and Marketing\u003c\/i\u003e is a very interesting essay showing the diversity of the Muslim markets while taking seriously into account their common Islamic principles and values. This book is useful for both Muslims and non-Muslims and makes it clear that markets and ethics can be reconciled through creativity and innovative dynamism.\"\u003cbr\u003e \u003cb\u003e—Professor Tariq Ramadan\u003c\/b\u003e, HH Sheikh Hamad Bin Khalifa Al Thani, Professor of Contemporary Islamic Studies in the Faculty of Oriental Studies and Research Fellow of St Antony's College, University of Oxford\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989481930981,"sku":"NP9780470825396","price":50.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470825396.jpg?v=1761784277","url":"https:\/\/k12savings.com\/products\/islamic-branding-and-marketing-isbn-9780470825396","provider":"K12savings","version":"1.0","type":"link"}