Muslim Branding-- Myth Or Reality-- Presented at the OIC World Business Conference on June 10 that deals with the incorrect perception called muslim branding.

1. MusliM Branding
Myth or reality?

2. Contents
What is “Muslim” or “islamic” Branding?
What is the “global Muslim Community”?
3 How do you create a “Brand identity” for the
global Muslim Community?
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3. 3
What is “Muslim” or
“Islamic” Branding?
islamic Branding is “branding” that’s empathetic to shariah values,
ranging from basic shariah friendliness to full shariah compliance in all
aspects of a brand’s identity, behaviour and communications, in order to
appeal to the Muslim consumer,”. (definition by Ogilvy noor)
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4. Is there a Muslim Brand?
The term “ Muslim Brand” stems from the tendency of the marketing and
advertising industry’s habit of consumer segmentation based on certain
‘ethnic’ parameters
“There is no such thing as a Muslim brand because brands can’t have a
religion. They can align themselves with the values of a religion”
Nazia Hussain
Director of Cultural Strategy, Ogilvy Mather Global
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5. Does ‘Halal’ signify
Muslim Brand?
The term Halal is recognised as a brand component as well as the
platform for a brand’s identity
as a brand component: communicate adherence to supply production
parameters i.e. in food flagging the hygiene factor by re-assuring
adherence to the slaughter process
as a platform its used to ‘flag’ that the brand is for the Muslim
community i.e. the halal branding is used as part of a offensive
(penetrating) or defensive (adhering to) strategy in order to satisfy the
community’s standardisation requirement
“At a certain stage Halal branding is important to establish credentials,”
says Ayman Hamed, Director of marketing at Dubai-based Al Islami Foods.
“But a brand has to offer solutions to the Muslim consumers beyond the
Halal aspect without losing [sight of] it.
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6. Summing up:
What is a Muslim Brand
a brand that’s empathetic to the values of islam and adheres to all
aspects of shari’ah in its identity
a brand that has the required Halal credentials
3 a brand who’s primary market is the global Muslim community.
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7. Who is this “Muslim branding” for?
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8. Global Muslim Population
Highlights:
l 0% of global Muslims live in asia MEna
argest number of Muslims living as minorities are in
l l
russia ( mill) germany ( mill).
l /3rd of the population lives in 0 countries of which, are in
asia: indonesia, Pakistan, india, Bangladesh, iran and Turkey.
l Countries with Minority POP:
India 161 mill
Ethiopia 28 mill
China 22 mill
Russia 16 mill
Tanzania 13 mill
TOTAL 240 mill
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9. What is the Global Muslim
Community
it’s not a segment:
l That can be qualified by one primary differentiator- age, language or skin colour,
Or
l hrough attitudes and behaviour that are in accordance to that differentiator
T
l unlike other cultural consumer segments the global Muslim consumer segment
is made up of a myriad of sociocultural sets that have been influenced by emigration and
adaptation to social and environmental norms of current place of residence and livelihood
l his ‘adaptation’ has brought about today’s Muslim consumer who has a strong , unique,
T
individual value system and identity that is based and governed by the islamic identity
l despite the heterogeneity of the Muslim populations with majority and significant minority
populations in some countries around the world, islam constantly bonds together their
daily lives and influences their consumption habits, through the centricity of faith. Muslims’
own belief in the significance of islam in their lives is pervasive.
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10. 0
Who is the
‘New Muslim Consumer’?
mer
Consu rs
e
Products Numb
ices Purchasing
Serv Power
Consumer
Halal Needs
h
Shari’a int
Com pla
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11. “Muslim consumers are a growing, influential and extremely loyal
group, making them a desirable market for mainstream brands.
But reaching them requires more than launching Sharia-compliant
products. Making inroads to this sector takes deep understanding of
the values of this community and building the brand from there.”
Young, Connected and Muslim– Marketing Week 24 June 2010
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12. l % of the Muslim community is under years
l % of this define themselves by faith and not race
-- rather than distance themselves from religion in order to progress and
succeed, closely associating and attempting to live through the values of
islam is what ‘gives life purpose and direction’
l % believe that religion should be adapted to suit individual lifestyles and
crucially, they’re finding their own ways of doing so
l % want to ‘protecting islamic values from Western lifestyle and media
influence’
-- The move towards conservatism should not be mistaken for a rejection of high-
tech lifestyle products. instead, new Muslim Consumers are often highly technically
literate. at the same time they do not believe in an automatic acceptance of
technology particularly if they reject the underlying ideas and values.
l They believe in crafting ways forward out of their own faith, believing that
religion and progress, far from being mutually exclusive, are practically
inseparable.
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13. 3
New Muslim Consumer
l By 2050, more than 50% of the world’s
population will be Muslim
l 52% of the Muslim community are under
24 years old and part of the “Gen C”–
Connected Generation”
l Exerting enormous socio-cultural
influence from being digitally connected
l This cultural influence will increase in
years to come
Young Muslims are already Muslims are undergoing a The New Muslim Consumer is
starting to stamp their influence major reassessment of their fundamentally different because
on the consumption habits of the relationships with religious of a strong reliance on faith and
wider global Muslim community. structures, cultural assumptions, the ethical values of Islam.
authority, consumption and
Can quite confusing for observers It is tempting to view younger
who are not familiar with be Muslims through the Generation-
these trends. Y prism so favoured by global
marketers
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14. Key Socio-Cultural Trends
Sense of pride is 62% of the young
driven by a desire for Muslim consumers is
inclusion* proud to be a Muslim
first and foremost
Identity
45% of this new They believe in crafting
generation believe ways forward out
that ‘religion should be
adapted to suit indi-
of their own faith,
vidual lifestyles’** believing that religion
and progress, far
from being mutually
exclusive, are practically
inseparable *Rather than distance themselves from
Muslims religion in order to progress and succeed,
New Muslim
have been 38% of these consuma
Consumers are often
misrepresented ** they’re finding their own ways of doing
highly technically literate. so, with 27% agreeing that ‘protecting
by the global media,
The move towards Islamic values from Western lifestyle and
by politicians and by
conservatism should not be media influence’ is important to them.
educators, and they are
mistaken for a rejection of .
keen to redress that
high-tech lifestyle*** ***they do not believe in an automatic
balance
acceptance of Western technology,
particularly if they reject the underlying
ideas and values.
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15. WARY OF
TOKENISM
l The new Muslim Consumer is particularly wary of the tokenism that continues to
masquerade as an effective engagement strategy
-- stamping products as Halal or shari’ah-compliant
is not enough.
l The new Muslim Consumer is highly interested in the authority and provenance of
brands and the companies behind them.
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16. How do we do “BRANDING”
for and in this segment?
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17. Start with and
at the values of Islam
. understanding the implication of the “values” of islam
4 honesty respect
4 consideration kindness
4 peacefulness authenticity
4 purity patience
4 discipline transparency
4 modesty community
4 dignity
. reflecting these values throughout the business model
n underpinning the working of shari’ah in daily life is ‘sincerity of intention’
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18. The Shari’ah commitment needs
to go deeper than just sales and
marketing, touching all aspects of
the company, from manufacturing
and packaging to brand story and
overall business practices
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19. Get to grips with the role of
Halal Shari’ah
l The starting point for marketing and branding must be to consider
the roles Halal shari’ah plays in the lives of modern Muslim
consumers
l and what expectations they have (from brands) when “Halal
shari’ah compliance’ is mentioned
A brand:
l has to offer solutions to the Muslim consumers beyond the Halal
aspect without losing [sight of] it
l hilst adopting a marketing plan that sits comfortably with
W
shari’ah values
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20. 0
Talk with your consumer
l The individual’s sense of identity and what they want to do with their life
will become even more important
l nowing the consumer, understanding his/her need and delivering on
K
that would be key to developing a brand relationship
l Brand would be expected to be both, Halal shari’ah compliant, fully
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21. Deliver what the brand says
l Creating perception: By actively delivering on the values of the brand
By:
-- listening and learning to what the stakeholders are saying/asking with
regards to their needs and involving them in the brand’s development
process.
-- understanding the growing social clout in terms of global connectivity
through social media amongst the young
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22. Three brands that used Islamic
values to build consumer loyalty
l launched in 00 in Pakistan
l 30% market share in uHT milk market category
success is due to:
l Emphasising purity authenticity in its people and products
l mphasis on innovative sourcing and distribution
E
l rand emphasis pure Muslim living
B
l loving family bonds
l intergenerational respect
l elebrations of cultural rituals
C
l Pakistani consumers see OlPErs as the first global Pakistani brand
l Tahira in uK / Europe is much more than convenient food brand.
l he brand is grounded in family values, respect inclusivity and is seen
T
as a brand for all Muslims
l he spirit of inclusivity and focus on family values is highly resonant with
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shari’ah values
l CiMB islamic was the first stand-alone islamic bank offering from a full-
service bank
l as remained careful to be inclusive and pluralist in all its
H
communications mindful of Malaysia’s cultural religious diversity
l rand has attempted to ensure that every aspect of its interaction and
B
comunication is grounded in core islamic values
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23. 3
Shukran
Thank you
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