Developing Global Halal Brand

7/31/2019 Developing Global Halal Brand

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Market ValueResearch by The World Halal Forum secretariat found67 percent, or

USD 1.4 trillion, this market comprises of Food and Beverages,Pharmaceuticals make up22 percent or USD 506 billion, with

cosmetics and personal care totallingUSD 230 billion.

Nilai PasaranPenyelidikan oleh sekretariat Forum Halal Duniamendapati 67 peratus, atau USD 1,4 trilion, pasaran ini terdiri daripada

Makanan dan Minuman, Farmaseutikal membentuk 22 peratus atau

USD 506 bilion,dengan kosmetik dan penjagaan diri yang berjumlah

USD 230bilion.


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Market AccessGateway into2 billion de factoconsumers from Asia, Middle

East and European markets.(Asian Muslim Population India 24%, Middle East 40%, China 3%

and South East Asia 33%)

Akses PasaranPintu masuk ke dalam 2 bilion 'de facto' pengguna dari Asia,Timur

Tengah dan pasaran Eropah.

(Penduduk Islam Asia - India 24%, Timur Tengah 40%, 3% China danAsia Tenggara 33%)


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Halal Market(Definition/Definisi)Halal is an Arabic term designating any object or an action which is

permissible to use or engage in, according to Islamic law and custom.It is the opposite of haram. The term is widely used to designate foodseen as permissible according to Islamic Law. It is estimated that

70% of Muslims worldwidefollow halal food standards.

Halal adalah satu istilah Bahasa Arab yang menetapkan apa-apa objekatau suatu tindakan yang dibenarkan untuk menggunakan atau

melibatkan diri dalam, mengikut undang-undang Islam dan adat. Iaadalah bertentangan dengan haram. Istilah ini digunakan secarameluas untuk menetapkan makanan yang dilihat sebagai selaras

dengan Undang-Undang Islam. Adalah dianggarkan bahawa70% umat Islam di seluruh dunia mengikut piawaian makanan halal.


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Malaysia Halal IndustryIn Malaysia Today, about60 percent (or 15 million) of the total

population are Muslim, and if we estimate based on a conservativeassumption that the per capita food expenditure is at RM1 a day, thetotal annual demand within the country fo Halal food is almost RM 5.5

billion a year.

Di Malaysia hari ini, kira-kira 60 peratus (atau 15 juta) daripadajumlah penduduk Islam, dan jika kita menganggarkan

berdasarkan andaian konservatif bahawa perbelanjaan makanan

per kapita pada harga RM1 sehari, jumlah permintaan tahunan

dalam negara bagi makanan halal hampir RM 5.5 bilion setahun.


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Halal As A Global Brand

Where and to

how to start


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Fulfilled Customersperceptions

Translate to customers needs,requirements build confidence.(Product are bought not sold)


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Halal As A Brand

Enhancing Food SecuritySustainable systems to produce sufficient, safe

and healthy


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Halal As A Brand

Setting StandardsMalaysia is an authority in Halal production and

certification standards.

(MS 1500:2009)


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Halal As A BrandHalal as a brand is assurance of safety, quality and humane treatmentof animals. It embodies values that are not just for Muslims but for

everyone.

Halal sebagai jenama adalah jaminan keselamatan, kualiti dan layanan

yang berperikemanusiaan terhadap haiwan. Ia merangkumi nilai-nilaiyang tidak hanya untuk umat Islam tetapi untuk semua orang.

(YAB Dato SeriNajib Tun Razak Prime Minister of Malaysia)


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Halal As A Brand Case study


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Halal As A Brand Case study


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Brand questions

Who are you?


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Who needs to know?


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Why should they care?


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How will they find out?


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How do you linkedHalal as a Brand into

your business


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- Why is your product or brand needed in Halal Industry?

-If your brand didnt exist, would anyone notice?- What is the purpose of your business aside from makingmoney?- Do you make it easy for your customer to buy?- Do you make it easy for your sales force to sell?- Do you make it easy for your employees to embrace your

brand?- Do your employees understand your vision towards HalalIndustry?- Who are your top three competitors?- Do you have brand guidelines in line with Halal Industry?


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- How does your brand demonstrate respect for cultural

differences?- What insights do you have into your customers lifestyle?- How does your brand connect emotionally with yourcustomers especially Muslim consumers?- How do your employees and vendors access your brandguidelines?

- How does your employees participate in brand buildingtowards Halal Industry?- Is your mission statement on Halal Industry in a file or on thewall?- What kind of experiences do you offer your customers?


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- Have you ever conducted an internal brand audit?- If you covered your logo on your ads or packaging, wouldanyone know its you?- How do you listen to what your customers have to say aboutyour brand, product, or services?

- How do youbuild trustwith your customers?-Whos in charge of branding?- When was the last time you delighted a customer?


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Brand IntelligenceThe landscape changes daily:

Brand principles provide the central,underlying strategy for successfully reachingyour customers, creating motivation and desire.

As you shape your big idea, identity your appeal,articulate your positioning, and create yourbrand identity, your brand acquiresresonance and meaning.

A successful brand is an asset whose value

transcends tangibles like real estate andtechnology. It is created by you, but it residesin the hearts and minds of loyal consumerswho choose you.


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Perisikan Penjenamaan

Landskap perubahan harian:

Prinsip-prinsip Jenama menyediakan pusat,

strategi asas untuk berjaya mencapai pelanggan-pelanggan

anda, mewujudkan motivasi dan keinginan.

Seperti yang anda membentuk idea besar anda,identiti rayuan, menyatakan dengan jelas kedudukan anda,

dan mewujudkan identiti jenama anda, jenama anda

memperolehi resonans dan makna.

Jenama yang berjaya

adalah satu aset yang mempunyai nilai melampaui secaranyata seperti hartanah dan teknologi. Ia dicipta oleh anda,

tetapi ia tinggal dalam hati dan minda pengguna

setia yang memilih anda.


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Branding IntelligenceBrand Basics

Brand Basics

Brand As Identity

VisionNeeds and Desire

Touch Points

Purpose

Spirit and SoulPerception

AuthenticityPositioning

StakeholdersBIG Idea

Brand as Asset

Brand Extensions

Brand AlignmentBrand Architecture

Recognition

Trademarks

Names

Good and Different


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Brand as IdentityAnswer theses questions quickly:

Who are you?

Who needs you?Why should they care?

How will they find out?

Have you begun the branding process?

How could I have been anyone other than me? Dave Matthews


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VisionIs your vision statement accessible and relevant today?

Can it sustain your organization through rapidly changing

times?

Googles aim is to organize the worlds information and make it universallyaccessible and useful.

Google vision


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Needs and DesireRemember that the emotional connection of your brand

transcends its features and benefits.

The best brand satisfy more than one need,

fulfilling higher desires at the same time.

While look is defined by color, scale, proportion and motion, feel is

experiential and emotional. Abbott Miller

Partner Pentagram


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PurposeWhat is your purpose beyond making money?

Is there a single thing that you do better than anyone else?

Do your customers, employees, and stakeholders know?

Imagine a world in which every single person on the planet is given freeaccess to the sum of all human knowledge. Thats what were doing.

Jimmy WalesCo-founder Wikipedia


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Spirit and SoulHow does your brand reach and appeal to Consumers?

What feelings and associations do you want customers

and prospects to have when they experience your brand?

A business has to be involving, it has to be fun,and it has to exercise your creative instincts.

Sir Richard Branson

Founder and CEO Virgin


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PerceptionResearch why customers select your brand.

Investigate the layers of competitive

advantage that are subtle, emotional, and perceptual.Use design and experience to connect emotionally with

your customers.

Keep the higher level promise of your brand and your name,logo and core colors, as visible and consistent as possible.

Connie BirdsallCreative Director

Lippincott


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Authenticity

Does your organisation have a shared understanding of

what your brand stands for and the value that it provides?Authenticity is knowing who you are.

Authenticity, for me, is doing what you promised,

not being who you are. Seth Godin


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Positioning

Research! The more you know about your target

customers needs and desires, your competition, and theneeds you fill, the more effective your message and the

more loyal your audience.

A brand becomes stronger when you narrow its focus.

Al Ries and Jack Trout


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Big IdeaIs your big idea sufficiently articulated to guide marketing,

expansion, and divestiture?

Does it dramatically differentiate you from yourcompetitors?

Are you making it easy for your customer to choose your

brand?

Building a better world is not so much a goal as an everyday fact of life. Brian Walker

CEO Herman Miller


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Brand as AssetWhich part of your business is most valuable?

Have you trademarked your brand assets?

What actions are you taking to protect and growyour brand assets?

In 2010, the brand value of coca-cola was valued at63 percent of market cap.

- Blake Deutsch


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Brand ExtensionsCarefully evaluate brand opportunities to avoid diluting or

damaging the core brand. Look for opportunities to

Brand equity.

Test fast, fail fast, adjust fast.- Tom Peters


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Brand AlignmentHow do you promote immediate recognition of your brand?

Are brand attributes visible across marketing

channels and media?

Unify, Simplify, Amplify- Ken Carbone

Co-founder

Carbone Smolan


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TrademarksCreate a clear set of usage guidelines for your logo,

For both internal and external partners. In a redesign,

determine whether the change is evolutionaryor revolutionary.

Design differentiates and embodies the intangibles emotion, content and essence.

- Moira CulienGlobal Design - The Hershey Company


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Good and DifferentWhat would it take for your organization to have a radically

differentiated brand? If your brand didnt exist,

Would anyone notice? Be irreplaceable.

Business success today comes from converting imagination, empathy,and collaboration into patents, brands, and tribes.

-Marty NeumeierDirector of Transformation

Liquid Agency


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Branding IntelligenceHalal As A Brand

Brand As Identity

VisionNeeds and Desire

Touch Points

Purpose

Spirit and SoulPerception

AuthenticityPositioning

StakeholdersBIG Idea

Brand as Asset

Brand Extensions

Brand AlignmentBrand Architecture

Recognition

Trademarks

Names

Good and Different


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Good Look =Good Thing

Good Thing =Good PriceGood Price =Good BusinessGood Business =Good Brand

Good Brand+ Halal Recognition

= Better Brand & Better Business


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Think about it


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Thank you

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Developing Global Halal Brand

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