Editorial: Appealing to Muslims

Judie Lannon

In 1991 Stephen King wrote a prescient article predicting, among other things, the rise of the ‘corporate brand’ in coming years. And lo, this has indeed come about. In the past two decades we have seen an increasing emphasis on corporate rather than individual product branding. The contributing factors are many, not least of which is the influence of the new sectors – technology, whether electronic or digital – and the continuing importance of the service sector where corporate brands predominate.

Similarly, the growing significance of Asian companies adds to the increasing dominance of corporate brands. But even in the fmcg sector, the original developers and evangelists of the product brand, we are seeing international giants such as P&G and Unilever gaining publicity as corporations. Many large Western companies are now performing good deeds, particularly in developing countries where it is in their interest to be more intimately involved in local activities by responding prominently to local disasters or other issues.