Handbook of Islamic Marketing
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Handbook of Islamic Marketing

Edited by Özlem Sandıkcı and Gillian Rice

The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets.
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Chapter 23: The Future of Islamic Branding and Marketing: A Managerial Perspective

Paul Temporal


Paul Temporal* INTRODUCTION Before I address the future of Islamic branding and marketing, I would like to define exactly what I am writing about. I will start with a question I was asked recently which was, ‘Is Islamic branding and marketing a myth or reality?’ My answer to the question was that Islamic branding is a reality and not a myth. My reasoning was that there are substantial markets seeking products and services that are either sharia compliant, or demonstrate that they understand Islamic values and principles, or are prepared to offer sharia-friendly brands. Muslims the world over look for what is ‘halal’ as opposed to what is ‘haram’, and there is substantial demand for ‘halal’ or sharia-compliant products and services. In addition, it is very clear that Western companies are building brands specifically for the Muslim market, and companies from Muslim majority countries are doing the same. There can be no doubt then, that Islamic branding and marketing is a reality and not a myth. From a numerical point of view this conclusion also stands up to scrutiny. The Muslim population represents around 23 per cent of the world’s total population, but a cautionary note here is that it is not a homogenous market in terms of behaviour despite being bound by certain values that all Muslims share. The myth versus reality question raises related questions, such as, ‘is it worthwhile or proper to carry out branding based on religion?’, or ‘is it a good thing to...

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