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lundi 13 février 2012

- ISLAMIC MARKETING : building halal brands

United Kingdom : By Shelina Janmohamed of Ogilvy Noor
for The Financial Times

Halal products to market :communications and engagement
with target consumers.

The race is on to establish powerful international ‘halal brands’.
The stakes are high: by some estimates, the global market for halal
products is worth $500bn a year.

But it’s a market strewn with confusion, as separate Muslim countries
try to establish recognised standards and producers from outside
the Muslim world also hurry to enter the market.

That leaves many Muslim consumers crying out for reliable brands
that will help them guide their choices.

First, for the uninitiated, what is halal? In its broadest sense, it applies
to anything that is “permitted” or “lawful”and covers everything from
food to finance to logistics.

In a narrower sense, it covers anything made from animal products,
especially food, personal care products and pharmaceuticals.

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