ABSTRACT
This chapter aims to provide 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. The chapter also defines and differentiates between the concepts of Islamic products and Islamic brands; conceptualizes the major branding considerations an Islamizing firm needs to consider; and provides valuable insights for future research as well as a benchmark for practitioners. In spite of having the branding expertise to begin with, Western brands usually lack the cultural awareness and local knowledge needed to successfully penetrate the Islamic markets. A hasty entry, unequipped with the required level of awareness and knowledge, will hinder or at least delay a brand’s Islamic penetration.
