1st Edition

Islamic Marketing and Branding Theory and Practice

Edited By T. C. Melewar, S. F. Syed Alwi Copyright 2018
    264 Pages
    by Routledge

    264 Pages 11 B/W Illustrations
    by Routledge

    Islamic Marketing and Branding: Theory and Practice provides a concise mix of theory, primary research findings and practice that will engender confidence in both students and practitioners alike by means of the case study included in each chapter.

    Through three main parts (Branding and Corporate Marketing; Religion, Consumption and Culture; and Strategic Global Orientation), this book provides readers, from areas across the spectrum covering marketing, organisational studies, psychology, sociology and communication and strategy, with theoretical and managerial perspectives on Islamic marketing and branding. In particular, it addresses:

    • Insights into branding and corporate marketing in the Islamic context.

    • An introduction to Islamic consumption and culture, rules and regulations in brands and consumption in Islamic markets.

    • An identification of how the strategic global orientation of the Islamic approach is practised and how it works in different Islamic countries such as emerging countries. Readers are introduced to a variety of business and management approaches which, once applied to their business strategies, will increase their chances of successful implementation.

    Addressing both theoretical and practical insights, this book is essential reading for marketing and branding scholars and students, as well as CEOs, brand managers and consultants with an interest in this area.


    S.F. Syed Alwi and T. C. Melewar


    Chapter 1 Corporate brands and marketing strategy

    Jonathan A. J. Wilson and Jonathan Liu

    Chapter 2 Islamic products and services: the concept of halal and certification bodies

    Kaouther Kooli

    Chapter 3 Islam and the reputational landscape

    Aliakbar Jafari


    Chapter 4 Religion and Halal Consumption

    Ismah Osman, Faridah Hassan, Balkis Haris and Erne Suzila Kassim

    Chapter 5 Exploring the Incongruent: Islamic Banking and non-Muslim Consumers

    Norbani Che-Ha, Wan Marhaini Wan Ahmad, Mohd Edil Abd Sukor and Saad Mohd Said

    Chapter 6 Brand Values and the Islamic Market

    Ali Al-Makrami and Dorothy Yen

    Chapter 7 Islamic Tourism Products: Innovation in the Tourism Industry

    Rusnah Muhamad


    Chapter 8 Global Marketing and Islamic countries

    Cedomir Nestorovic

    Chapter 9 Brands and communication strategy

    Sarah Turnbull

    Chapter 10 Marketing Strategy in the Emerging Muslim-Majority Markets

    Özlem Sandıkcı

    Chapter 11 Supply chain management within the Middle East business environment

    Nesrine Eltawy and David Gallear

    Conclusion: Islamic Marketing: Moving Forward and Challenges

    Mazia Yassim


    Professor T C Melewar is a Professor of Marketing and Strategy at Middlesex University London, UK. He has previous experience at Brunel University London, UK, Zurich University of Applied Sciences, Switzerland, University of Warwick (Warwick Business School), UK, De Montfort University, UK and MARA Institute of Technology in Malaysia. TC teaches Corporate Branding, Strategic Marketing Management and International Marketing on a range of undergraduate, MBA, and executive courses with companies such as Nestlè, Safeway, Corus (now Tata) and Sony. He was a Visiting Professor at Groupe ESC Grenoble, France, Humboldt University, Berlin, Germany and the University of Malaya, Malaysia. Currently, he is a Visiting Professor at the University of Lincoln, UK. He has taught MBA and Master in International Business programmes in countries such as Germany, Sweden, France, Russia, Georgia, Moldova, Indonesia and Malaysia. TC’s research interests include corporate identity/branding and international marketing strategy. He has published over eighty refereed journal articles in journals such as the Journal of International Business Studies, International Marketing Review, European Journal of Marketing, Journal of World Business, Industrial Marketing Management, International Marketing Review, Journal of Marketing Communications, International Journal of Market Research and International Journal of Advertising among many others. TC was the Joint Editor-in-Chief for the Journal of Brand Management and now is the Emeritus Editor of the journal. He is also on the in the Editorial Advisory Board for the following journals: Journal of Marketing Communications, Corporate Reputation Review, Marketing Intelligence and Planning, Journal of Marketing Management and Corporate Communications: An International Journal. He has written three books on corporate branding and international marketing.

    Dr. SF Syed Alwi received her PhD from Manchester Business School, UK and currently a Senior Lecturer of Corporate Brand Management at Brunel Business School, Brunel University London, UK. Formerly, she served as Senior Lecturer at Lecturer in Marketing in University of Malaya, Malaysia. She has more than 16 years’ experience in teaching and research and currently is leading the Applied Corporate Brand Management Program at Brunel University. Her research interests include branding at product and corporate level and her current work is exploring this concept in the context of higher education, entrepreneurial and celebrity within UK and Malaysia. She taught mainly modules related to corporate brand management and marketing such as strategic corporate brand consulting and principles of marketing. Her work has appeared in several reputable academic journals such as Journal of Business Research, European Journal of Marketing, Journal of Brand Management, Journal of Product and Brand Management; Industrial Management and Data Systems and Corporate Reputation Review. Recently, she has co-authored a book (with Professor TC Melewar) entitled: Corporate Brand: Area, arena and approaches, by Routledge. She has also completed three major research projects in branding as the lead Principal Investigator and has served as joint guest editor in several special editions of academic journals – with branding focus, such as International Studies of Management & Organizations (ISMO) in Corporate Branding and Corporate Reputation and Asia Pacific Journal of Marketing and Logistic (APJML) in Branding in Asia. Currently she serves as Visiting Professor in Brand Management at University Catholica del Sacro Cuore, Milan, Italy.

    ‘Marketing and branding halal products and services is a huge and rapidly growing part of the world economy. Here is a guide to basic practices, new opportunities, and theoretical considerations about the role of material culture in the 21st century Islamic world and the everyday lives of Muslims as well as non-Muslims. An excellent starting point to understand the intersection of marketing and Islam.’ — Russell Belk, Chair in Marketing, Schulich School of Business, York University, Canada

    ‘This is a book by the gurus of Islamic marketing and branding. Its in-depth background analysis, illustrative case studies and examples, and diversity of topics discussed make it a unique addition to this emerging field in the area of social sciences. It is thought-provoking for those in the academic world while for businesses, it is the DIY guide for successfully engaging Muslim consumers.‘ — Baker Ahmad Alserhan, President, International Islamic Marketing Association. Editor-in-chief, International Journal of Islamic Marketing and Branding, Doha, Qatar

    ‘An insightful and in-depth view of how Islam impacts on consumer behavior, marketing strategies, distribution, branding, and advertising. Case studies add an applied perspective to a book which is rich in conceptual insights about religion and marketing practices. Avoiding stereotypes and prejudices, written by insiders, well-informed and objective, Islamic Marketing and Branding offers a unique approach to a yet largely misunderstood province of marketing knowledge’ — Jean-Claude Usunier, Emeritus Professor, University of Lausanne, Switzerland

    ‘In the world of tomorrow, the power of Islamic markets and brands will be of utmost economic, political, and social importance. This is a first-rate collection of articles on just that theme. Highly recommended.’ — Jörg Stolz, Professor of Sociology & Religion, University of Lausanne, Switzer