Brand Identity Factors: Developing a Successful Islamic Brand
Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: Distinction (D3), Edinburgh Napier University, language: English, abstract: The market for Islam-compliant products is getting highly important, due to the high impact of religious obligation on Muslim consumer behaviour. No research is conducted on the question on how to create brand identity from a Muslim perspective in order to attract Muslim consumers. Therefore, this research aims to find a set of brand identity factors which can be used to create brands which are perceived as Islamic. Based on relevant literature, eight factors were found to be relevant. This set of brand identity factors is verified through a mixed research approach. Interviews with experts on Islamic branding help to understand these brand identity factors from an expert point of view, whereas a survey verifies brand identity factors from a consumer perspective. Findings show that the tangible factor “Halal certificate” is the most important factor to perceive a brand as Islamic. Additionally, brand logo and brand name influence consumers’ perceptions. Intangible factors, such as brand values, brand origin and brand relationship, are also found to be important. Findings also show that testimonials and brand slogan are not highly important. Based on these findings, the Muslim Brand Identity Model has been developed which can be used to balance brand identity factors in order to create a successful brand. It can be recommended to brand managers, consultancies and advertising agencies to ensure that the brand is strictly following Islamic standards and regulations in order to be successfully perceived as Islamic.
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A+SA Aaker Abdul-Talib Alsem argued attitude Azoulay brand as Islamic brand identity concept brand identity factors Brand Identity Model brand logo Brand Management brand name brand origin brand personality brand relationship brand values Bryman Chapter chi-square test communication compliant consumer behaviour core Cramer’s creating brand identity culture Denscombe ethical findings on brand Frequency of responses Furthermore Ghodeswar Halal concept Halal products Hanzaee Haram hijab ibid igure important influence consumers intangible factors Islamic brand Islamic Marketing Journal of Islamic Journal of Marketing Kanuk Kapferer Key findings Kostelijk lifestyle Maehle Malaysia Marketing Mix Mecca Cola Meffert Muslim and non-Muslim Muslim consumers N/A N/A needs Nestlé non-Muslim consumers Omar perceived as Islamic perception purchase questionnaire questions Qur’an reliability religion religious terminology Rezai Riots 11 risk aversion set of brand Shariah Shneor shows slogan snowball sampling sumers Sunnah supported tangible factors Temporal testimonial Thakor tion Wanwang waqf