أسلمة العلامة التجارية كمدخل استراتيجي للتموقع في سوق الأغذية الحلال علامة ماكدونالدز نموذجا

Abstract

The phenomenon of Islamic Branding attracted new attention to both academics and practitioners, given the specificity of consumer behavior of Muslims, which is largely influenced by the religious aspect, especially in the field of food. This study aims to achieve the following objectives: - Understanding Islamic Branding by conceptualizing the terms associated with it, and taking a look at the areas covered. - Setting the standards required by the process of Islamization of the brand of companies active in the global market. - Investigating the importance of the Halal market and the most important sectors covered by it. - Opening up areas for future research in the issues of Islamic Branding and Islamization of the activity of multinational companies. - identify the importance of the Islamization of the brands of international companies in penetrating and successful positioning in the Islamic markets by taking the experience of the leading McDonald's brand in Halal food as a model. The importance of the study is highlighted by the following points:The importance of the variables investigated: Islamic brand and positioning in the Islamic market, Halal food market. There are few studies on the subject of branding related to the service of Islamic markets, especially by Arab researchers, which represents a considerable business opportunity for many owners of brands and their developers. The magnitude of the size of the Islamic market dictates the need to adopt a successful strategy in line with the specificity of this sector to target it. Rising Halal consumer capacity as a market power in conjunction with the growth of the Muslim population and their rising income, as well as increasing awareness among Muslims about the need to consume halal food. The need for the Muslim consumer to understand what leads to the different identification and implementation of the strategic direction towards the market, as it requires adapting strategies in line with the local environment targeted in the Islamic markets, as recognized by the global companies, including McDonald's. The study found that the Islamic markets in general and the Halal food market in particular are attractive to target companies. The respect of the religious dimension in the marketing practices of these companies and their inclusion in the international strategy to serve foreign markets is the most important factor that ensures the success of these companies in penetration and good location. In Islamic markets, value is growing for international companies.