ABSTRACT
This chapter explores communication strategies employed by Islamic brands and brands targeting Muslim consumers. This is an emerging area of academic and practitioner study. The chapter considers theoretical perspectives as well as contemporary practice from the marketing communications industry. Communication plays a central role in the development and maintenance of successful brands. A number of advertising and branding agencies have been established to service the marketing communications needs of the new Islamic brands. For brands targeting Muslim consumers it is important for brand owners to understand the ethical principles if they are to develop long-term relationships with consumers. The chapter highlights the need for brand owners to have a sound understanding of Islamic ethics and Muslim culture and to ensure that the message and appeal style used is appropriate. It demonstrates the need for brand communications to be fair and truthful, to demonstrate an appreciation for women's role in society and to respect elders.
