Corporate brands and marketing strategies

This chapter describes the key areas and critical success factors necessary to deliver strategic approaches to Islamic Corporate Branding and Marketing. It focuses on the following identified terms: Brand Community, Brand Culture, Brand Loyalty and Brand Relation as a basis for further discussions. The rationale is that they appear to be of most relevance when investigating the nature of various brand interactions. The chapter presents an adjunct position, which focuses on the effects of Islamic branding. Holt asserts that brands dictate tastes, through becoming cultural products. The chapter presents two approaches to brand stakeholder analysis: a Broad-based Macro View and a Narrow-based Micro view. The symbiotic phenomenon of corporate branding and religion appears to be applicable in a comparable fashion to elite celebrities, who seek to craft their identities into corporate brands–able to offer further brand extension opportunities. Branding plays a supporting role to integrated Marketing Communications in these activities.