Islamic branding and marketing: understanding the global Muslim consumer

INDICE: INTRODUCTION. Islam as a religion and a brand. How the West sees Islam and how Islam sees the West. Islam and its trading history -The global footprint of Islamic trade. The prospect of a pan-Islamic trading block. Islamic trade in the 21st Century political and financial influences. The principles of Islamic trade and commerce. CHAPTER ONE ISLAMIC MARKETS. A look at the structure of Islamic business markets similarities and differences. Muslim majoritymarkets. Muslim minority markets. Emerging Islamic nations. A brief overview of global Islamic brands and market categories e.g. Halal Food and Beverage, Lifestyle products, Financial services etc. The shift from trading to branding and marketing in global business. A brief look at the worlds most valuable brands. A look at the top Islamic companies. The absence of Islamic brands in theglobal ratings and reasons why. CHAPTER TWO KEY CONCEPTS OF ISLAMIC BRANDING AND MARKETING. Islam and its relation to consumerism. Islamic economics- the main concepts based on 'falah'. 'Infaq'. 'Riba'. Fulfilment of covenants and trusts. Justice. Enterprise. Cultural conditions. Islamic law, standards and thebusiness value chain. Sharia and Halal issues. Different schools of thought and issues of interpretation. Islamic values of relevance to today's global consumers. What is 'Islamic Branding and Marketing'? Why do Islamic countries andcompanies need to brand and market themselves? Why now and not before? Summary Islamic branding and marketing a strategic imperative. CHAPTER THREE THE PRINCIPLES OF BRANDING AND MARKETING. What a brand is and what it is not. How successful brands are built main principles. Understanding markets - consumer insight. Strong emotional visions. Attractive personalities. Differentiated positioning. Disciplined, structured brand management. How can Islamic brands be built using western techniques and the core values of Islam? Sharper consumer insight. More emotional strategies. Better use of Islamic values for branding and marketing. Examples of Islamic values with universal emotional appeal. Positioning brands differently to different markets. Sticking to brand strategy in marketing implementation. Marketing as the executional arm of branding. Latesttrends in Branding and Marketing. CHAPTER FOUR STRATEGIC OPPORTUNITIES FOR ISLAMIC BRANDING AND MARKETING. The brand architecture of Islamic markets. Introduction to brand architecture. Islamic brand architecture structural levels ofIslamic brands. Islamic brand architecture continuum. Islamic country branding. 5 main aims of country branding. 8 main activities in the branding and marketing of countries. Examples of Islamic country branding. Branding of Islamic organizations examples. Home grown brands v. buying western brands examples. Islam as a lifestyle Muslim lifestyle segmentation. Examples of

• ISBN: 978-0-470-82539-6
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 256
• Fecha Publicación: 25/03/2011
• Nº Volúmenes: 1
• Idioma: Inglés