Branding and advertising in an Islamic context: Representing the forbidden

Abstract

This paper focuses on the communication vector of brand tangibility in an Islamic context. The study generates a dialogic advertising strategy to help advertisers construct implicit images within a framework of Islamic marketing. Although Islamic branding is qualitatively different from conventional branding, international branding experts use conventional advertising techniques when branding to Muslims. A dialogic advertising strategy enables branding and advertising experts to bring forward voices of others in cases where their portrayal is prohibited by Islamic laws and regulations. This paper will be of great value to marketers because it will help them improve their branding strategies when targeting the Muslim consumer and engaging with the Islamic market.