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Designing a Game-Changing Islamic Brand
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Muslims know a thing or two about branding, after all they already own some of the world’s most well known brands. To Muslims, the brand ‘Islam’ represents a way of life; the ‘ummah’ is a transnational super-community; ‘Halal’ is a global food brand; Ramadan, Hajj, Jihad,and Zakat to name but a few are also all familiar names with their own brand values and brand experiences. All one billion Muslims – and significant chunks of the remaining global population – can identify these brands for you. That is to say, they can tell you the meaning, values and benefits of these ‘products’. A global brand is one which consumers perceive to reflect the same set of values wherever they are in the world. Global brands transcend their geographic, cultural or ideological origins, and create strong, en...