Islamic Branding – Brands, Islam and the New Muslim Consumer inShare
WEBWIRE – Monday, July 12, 2010
Built on a bank of rigorous bespoke research conducted in key Muslim markets by TNS Built on a bank of rigorous bespoke research conducted in key Muslim markets by TNS, this study offers detailed branding recommendations on how to forge stronger bonds with the new generation of Muslim consumers, through every aspect of branding, from business practice and philosophy to visual identity and customer service. The ‘Brands, Islam and the New Muslim Consumers’ Report serves as the launch pad for Ogilvy Noor, a multidisciplinary global Islamic Branding practice that aims to help brands better engage with Muslim consumers worldwide. The Muslim market is viewed as a critically important playground for marketers, with the halal segment alone worth $2.1 trillion, and growing by $500 billion annually. Research conducted in four key Muslim markets – Malaysia, Egypt, Saudi Arabia and Pakistan, has identified the New Muslim Consumer as a critically important development for brands hoping to build successful relationships with the Islamic world. In doing so, the report debunks many of the stereotypes that surround Muslim consumer attitudes towards brands and their marketing communications. For example, halal stickers, while important to showcase certification, are no longer sufficient to persuade the New Muslim Consumer of a brand’s belief in Islamic values. The research revealed that core Shariah values resonate with all Muslims - values such as honesty, accountability, community, peacefulness, respect and humility. We argue that any brand based on these values builds a strong ethical foundation for the future. This report is based on up-to-the-minute facts and figures, with most of the research having been conducted in early 2010. With most businesses looking to regenerate themselves and their practices after the global economic crisis, there can be no timelier moment to look at the world of tomorrow’s consumers through this fresh lens. The report is on sale for $9,450/-, plus shipping and handling. It can be purchased through the Ogilvy Noor website - www.ogilvynoor.com Why Islamic Branding?
The Muslim consumer market, at 1.8bn people, is undeniably the next important (and largely untapped) global opportunity. The halal market alone is worth a staggering US$2.1 trillion a year and is growing at US$500bn a year due to the growth of the global Muslim population. As China and India have captured the attention of the world’s marketers in recent years, a quiet but enormous business potential lies largely untapped in the global Muslim consumer market today, justifying a shift in focus to what Vali Nasr in Forces of Fortune calls the ’3rd one billion’. In recent years global marketers have started to enthuse over the size of this prize and ruminate on the importance of cracking it - but we believe the challenge is in managing it knowledgeably, sensitively, and profitably for the long term. ‘Islamic Branding’ is a relatively new concept, and at the birth of this new field of learning, Ogilvy & Mather Worldwide announced the launch of Ogilvy Noor, a pioneering consulting service for marketers seeking to appeal to Muslim consumers. This Report has enabled Ogilvy Noor to formulate an effective definition for Islamic branding: ‘Branding that is empathetic to Shariah values in order to appeal to the Muslim consumer, ranging from basic Shariah-friendliness to full Shariah-compliance in all aspects of the brand’s identity, behaviour and communications.’ Brand, Islam and the New Muslim Consumer’ report provides invaluable insight into Shariah values, from the perspective of consumers and marketers, clearly explaining how businesses should navigate this area. Significantly, it finds that Shariah practices are closely aligned with the existing universal ideals of good business practice. The study analyses the factors that drive beneficial...
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