Islamic Branding and Marketing

Paul Temporal 지음

Wiley 2011년 06월 24일 출간

작품소개

책소개

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.

목차

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.Cas

작가정보

저자(글) Paul Temporal

저자 :

저자 :

저자 :

저자 :

저자 :
저자 :
저자 :
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 Sa#239;d 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.