ABSTRACT
All Danish businesses suffered significant losses in Islamic markets when Muslim consumers boycotted their goods to protest at the publication of caricatures of the Prophet Mohammad. The boycott was costly to Denmark's companies and raised fears of long-term damage to the trade ties between Muslim consumers and Danish companies. The practice of Islamic branding has been gaining considerable momentum in academic circles within the past few years, both within and outside the Islamic world. The significant publicity it continues to attract, and generate, resulted in the organization of numerous high-profile events in various parts of the world, the production of journal articles and books, the formation of dedicated research groups and special projects, and at least one academic journal. The Halal market, i.e., products that are Shariah-compliant, represents a significant portion of these countries' economies. Islamic branding is about blending the religious with the materialistic and the heavenly with the worldly.
