Targeting the Global Halal Market: Halal Business Marketing and Branding

With Islam being the world’s fastest growing religion and Muslim consumers increased attention to the values of their faith and interest in modern consumption, the potential size of the global Halal market is huge. With the phenomenon of globalization and the manifest rise of halal-awareness, many companies are realizing the opportunities and imperatives of expanding in this growing market segment, either by including Muslims in their targeted campaigns or by catering specifically to Muslims. As studies point out that religion affects Muslim consumers’ choice significantly, usually even being the main factor of consideration in purchasing a product, the development of Halal marketing strategies are becoming crucial to strengthen companies’ position in the Halal marketplace.