Brand values and the Islamic market

This chapter discusses the capabilities and strengths of the Islamic branding framework in creating and sustaining strong brands through a deliberate process of designing and delivering a superior value to target Muslim customers. Religion represents the most basic element of its followers' cognitive and spiritual world and thus religious values can be meaningfully related to important lifestyles. The developed framework can help to create a value-loaded Islamic branding framework for Islamic marketing and establish harmony and meaningful cooperation between global brands and target Muslim markets in particular. A major challenge that constantly faces marketers is to identify consumer values that tend to be stable over time and that can serve as a basis for segmentation, targeting and positioning. The consumption values theory described earlier has emphasised its foundations in that maximising value leads to enhanced seller-buyer relationships. Brand managers, though, can deal with the concepts carefully, in order to leverage the social utility of their brands.