Islamic Branding and Marketing
Creating A Global Islamic Business
About the book
Paul Temporal explains how companies can build and manage brands for the Muslim market, which he presents as the world's largest consumer market and a potentially bigger opportunity than China or India. The book cites figures putting Muslims at roughly 23 percent of the world's population, with a projected 2.2 billion people by 2030. Temporal examines how that market is structured, where openings lie in Islamic brand categories including digital ones, and which strategies non-Muslim firms should adopt in Muslim countries. The 30-plus case studies include Nestle, Unilever, Fulla, Godiva Chocolatier, Muxlim and the Brunei Halal Brand. It also summarizes proceedings from the first Oxford Global Islamic Branding and Marketing Forum, hosted by Oxford's Said Business School.
Miles Young, chief executive of Ogilvy & Mather Worldwide, endorsed it as filling a large gap in understanding a market that marketers have long neglected, and JWT MEA Group chief executive Roy M. Haddad praised it as a courageous, well-documented look at largely untapped opportunities in the Muslim world.
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This book has 2 recommendations
Miles Young (CEO/Ogilvy & Mather Worldwide)
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.
Roy M. Haddad (CEO/JWT MEA Group)
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.
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