Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book argues that Islamic marketing and branding is a new marketing subject that sits within the wider Marketing discipline, close to the topic of ethnic marketing. It presents an analysis of the prevailing debates on what constitutes 'Islamicness' in contemporary market space. According to the author, 'Islamicness' is a fluid concept, constantly shaped by multiple factors and ideologies in the contemporary spaces of the market. Several scholars argue that Islamic marketing is not only about the halal product and logo, rather it is about a way of life and since religion determines the culture of a country, it remains a question as to how practitioners adapt this to their marketing strategy. The book discusses how brand is differentiated within this context by, for example, the notions/concepts of Shariah, logo and corporate brand and institution.