Islamic Branding and Marketing

ISBN-13: 9780470825396 / Angielski / Twarda / 2011 / 256 str.

Paul Temporal

Opis

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.

Spis treści

Preface.

Acknowledgments.

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.

Introduction.

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.

Introduction.

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.

Introduction.

A Typology of Islamic Brands.

5 Building a Brand Strategy.

Introduction.

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.

Summary.

6 Opportunities in Islamic Brand Categories.

Introduction.

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.

Summary.

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

Introduction.

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.

Summary.

8 Challenges Facing Islamic Brands.

Introduction.

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

Summary.

9 Key Success Factors and Strategies for Aspiring Islamic Brands.

Introduction.

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.

Summary.

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

Introduction.

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.

Summary.

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.

Index.

O autorze

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.

Blurb

"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."
Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

"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."
Miles Young, Chief Executive Officer, Ogilvy & Mather Worldwide

"Islamic Branding and Marketing 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 Ummah 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 Ummah and do so on a kind of scale that represents 25 percent of the world population."
Roy M. Haddad, Chairman and CEO, JWT MEA Group

"Islamic Branding and Marketing 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."
Professor Tariq Ramadan, 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