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Faculty of Commerce
Cairo University Building a global Halal brand: | An Islamic branding perspective | | | | Ahmad Ismail | 3/31/2013 | |

DBA - Thesis Proposal

Table of Contents:

* Introduction * Literature Review * Research Hypothesis and Design * Data Analysis and Testing Hypothesis * References

Introduction

O mankind! Eat and drink all that is Halal (lawful) and Tayyib (wholesome and pure) (Al-Qur'an 2: 168)

Muslims today form a majority or significant populations in 57 countries; at 1.8 billion consumers, creating a largely untapped global opportunity.

The concept of halal in foods seems to capture an appetite for purity which goes well beyond a religious franchise.

in 2010, Muslim market was viewed as a critically important playground for marketers, with the halal segment worth $2.1 trillion, and growing by $500 billion annually due to the growth of the global Muslim population.

In 2008, Gallup conducted a poll across 143 countries and territories asking whether religion was an important part of daily life. Those who said religion is important in their daily lives were 82%.

Several authors agree that consumers evaluate a brand through a wide variety of perceptual judgments; for example its reliability, or how comfortable they feel with it, or whether it is better than some other brand.

Recent research has demonstrated that the characteristics of brand names cognitively affect product evaluations (Argo, Popa, and Smith, 2010).

Interest in ethical consumerism is rising with increase in sales of brand halal and kosher-certified meats particularly in the United States (US). The importance of Islamic branding and the halal market space is being noticed by marketers (Young, 2010).

The purpose of the study is to demonstrate how a co-brand name