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OXFORD, UK: A leading expert on Islamic brands is highlighting the untapped potential in Islamic markets which most companies are failing to exploit.
 A typical street scene, Cairo, Egypt. (Chris Clarke from Dubai, UAE, via Wikimedia Commons) |
'The Muslim market represents a significant untapped market' says Paul Temporal. 'These days, when companies are facing ever stronger competition in established markets and while many companies are rushing into high profile regions such as China, India and Brazil, the single biggest market in the world has been largely overlooked. Islamic markets could present a potentially greater opportunity for growth with comparatively little competition from international or local brands. While some Western brands have been active in these markets since the 90s, there is potential for other products and services to enter these markets. With relentless competitive pressure elsewhere and many companies facing hits to their bottom line as traditional markets continue to under perform, Muslim markets could represent a valuable opportunity for many companies.'
There are valuable market niche opportunities for those companies prepared to cater for Muslim consumer needs
Muslim consumers have been underserved to date with few products tailored to their needs and wants. Western brands often have a cachet and are well-liked, but many of them are not compliant with Shariah law and are not considered to be Halaal. This impacts particularly on some product groups such as pharmaceuticals, cosmetics, food stuffs, beverages and financial products, creating valuable market niche opportunities for those companies prepared to cater for Muslim consumer needs.
'It is clear that Islam as a religion influences the needs and wants of its followers' says Paul Temporal. 'There is the opportunity therefore to develop brands that appeal to this global population. The global Halaal food market is estimated to be worth around US$650 billion annually, for instance. Companies like Nestle have been manufacturing many of its brands using Halaal processes and securing Halaal accreditation to fast track its growth in Muslim markets. In 2008 Nestle achieved US$5.2 billion revenue in Halaal products. Others such as L'Oreal see the potential in personal care and cosmetics, particularly with the growth of the middle class in many Muslim markets. There is huge scope for other brands to exploit these opportunities. '
Rapid social and economic development
A number of Islamic countries are developing rapidly socially and economically. As global citizens, significant numbers within these populations aspire to branded goods and services both from Western and indigenous providers. However, understanding the subtleties of these markets and the drivers of consumer behaviour are key to success. 'The Muslim market is not homogenous' says Paul Temporal. 'Within the Muslim market there are many different forms of consumer behaviour that are dependent on a wide range of cultural and religious factors.
Different countries also have different requirements in terms of Halaal accreditation which complicates things, but despite these differences, successful Islamic products all conform to common Islamic principles and values and Western brands can successfully build upon an understanding of these to grow in these markets.'
'There are a number of emerging market sectors which will offer huge opportunities in the future' says Dr Temporal. 'By 2050, over 60% of the world's persons under 18 years old will be Muslim. Research suggests these consumers will keep to their Islamic values and will want appropriate products. Lifestyle products such as fast food, personal care, fashion, cosmetics, media products including social media and digital products are all likely to benefit from this demographic trend. As Islamic finance continues to expand in double-digit figures annually, this embryonic market will attract many more players, including the big high street names in consumer finance from around the world. HSBC and Standard Chartered are already developing products for these markets but there is plenty of room for more entrants and for further product innovation. Halaal medicines and vaccines are also likely to grow rapidly.'
Don't expect to have it all your own way
However, Western brands should not expect to have it all their own way. 'An increasing challenge will come from indigenous brands which are developing in response to successful introductions from multinationals' says Paul Temporal. 'I foresee a time when these Muslim brands will not only command market share in Muslim majority countries but will begin to take on the household names from Western multinationals in their own markets, appealing to Western Muslims.'
Dr Paul Temporal has published a new book on these issues: Islamic Branding and Marketing: Creating a Global Islamic Business. Click here for details.
To discuss Islamic branding with Paul Temporal, please contact the press office at Saïd Business School:
Clare Fisher, head of Public Relations, Saïd Business School
Direct telephone: +44 (0)1865 422713, Mobile: +44 (0) 7912 771090
Email: clare.fisher@sbs.ox.ac.uk
Josie Powell, Public Relations Coordinator
Direct telephone: +44 (0)1865 422573, +44 (0)1865 288403
Email: josie.powell@sbs.ox.ac.uk or pressoffice@sbs.ox.ac.uk.
1. About the book
2. 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's Executive Education Centre, University of Oxford as well as a Visiting Professor in Marketing at Shanghai Jiao Tong University. As part of his work, 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.
3. Saïd Business School was established in 1996 and regarded as one of Europe's youngest and most entrepreneurial business schools with a reputation for innovative business education. An integral part of Oxford University, the school embodies the academic rigour and forward thinking that has made Oxford a world leader in education and research. The school has an established reputation for research in a wide range of areas, including finance and accounting, organisational analysis, international management, strategy and operations management. The school is dedicated to developing a new generation of business leaders and entrepreneurs and conducting research into not only the nature of business, but the connections between business and the wider world. In the Financial Times European Business School ranking (Dec 2010) Saïd is ranked 11th. It is ranked number one in the UK (11th worldwide) in the FT's combined ranking of Executive Education programmes (May 2011) and 27th in the world in the FT ranking of MBA programmes (Jan 2011). In the UK university league tables it is ranked first of all UK universities for undergraduate business and management in The Guardian (May 2011) and has ranked first in eight of the last nine years in The Times. For more information, see www.sbs.ox.ac.uk/
Islamic Branding and Marketing: Creating A Global Islamic Business
"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
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.
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.
—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
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.
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.
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