Islamic Branding and Marketing: Creating a Global Islamic Business

Author/Publisher:  Dr. Paul Temporal
Descriptions: 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.

From the Inside Flap

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 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: What is Islamic branding and marketing? How is the global Muslim market structured? How can Islamic values add strength to branding in Muslim markets? What opportunities are there in Islamic brand categories, including the digital world? What challenges do companies face in building brands for Muslim markets? What strategies should non–Muslim companies adopt in Muslim markets? More than 30 case studies illustrate practical applications of the topics covered. These include: Brunei Halal Brand Muxlim Inc. Yildiz Holding emel Zain Godiva Chocolatier Dubai Aluminium Johor Corporation Ummah Foods Nestlé Unilever Al Rajhi Bank Fulla Sarawak This 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. 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 you to build, improve and secure brand equity and value for your company.

From the Back Cover

"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.
 
About the Author

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 .

 Publisher: John Wiley & Sons (24 Jun 2011)
•  ISBN-10: 0470825391
•  ISBN-13: 978-0470825396