Book description
Islamic Branding and Marketing: Creating A Global Islamic Business
provides a complete guide to building brands in the largest consumer
market in the world. The global Muslim market is now approximately 23
percent of the world's population, and is projected to grow by about 35
percent in the next 20 years. If current trends continue, there are
expected to be 2. 2 billion Muslims in 2030 that will make up 26. 4
percent of the world's total projected population of 8. 3 billion.
As
companies currently compete for the markets of China and India, few
have realized the global Muslim market represents potentially larger
opportunities. Author Paul Temporal explains how to develop and manage
brands and businesses for the fast-growing Muslim market through
sophisticated strategies that will ensure sustainable value, and
addresses issues such as:
- How is the global Muslim market structured?
- What opportunities are there in Islamic brand categories,
including the digital world?
- What strategies should non-Muslim companies adopt in Muslim countries?
More than 30 case studies illustrate practical applications of the
topics covered, including Brunei Halal Brand, Godiva Chocolatier,
Johor Corporations, Nestle, Unilever, Fulla, Muxlim Inc, and more.
Whether you are in control of an established company, starting up a
new one, or have responsibility for a brand within an Islamic country
looking for growth, Islamic Branding and Marketing is an
indispensable resource that will help build, improve and secure brand
equity and value for your company.
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.
