ABSTRACT
This chapter provides a better understanding of Islamic branding through conceptualizing the terms relevant to firms' 'brand Islamization' efforts. It emphasizes the importance of Muslims as a distinct potential market that remains noticeably under-researched, and demonstrates that the novelty of the topic itself is worthy of consideration since research about Islamic branding is non-existent despite the huge potential the Islamic market presents. In order to engage the Halal market, firms need to employ brand Islamization strategies based on information obtained from the Islamic market, including customers, competitors and the business environment. With such information, firms can further develop their organizational values, norms, practices and structure in order to appreciate the novelty of the Islamic market. The chapter defines and differentiates between the concepts of Islamic products and Islamic brands. It conceptualizes the major branding considerations an Islamizing firm needs to consider, and also provides valuable insights for future research as well as a benchmark for practitioners.
