Identifying and Explaining Key Indicators of Islamic Branding Using the Fuzzy Delphi Method

This research is intended to identify and explain the key indicators of the Islamic branding. This is a basic research following qualitative-quantitative method. The statistical population of the study contains three different addressees including clerics, academics, and Muslim consumers in Iranian society. The sample group was selected through stratified random sampling based on theoretical adequacy. The data collection instruments consist of semi-structured interviews and a questionnaire. Validity and reliability of interviews were confirmed by CVR method and Cohen's kappa coefficient test. The data gathered from interviews and the questionnaire were analyzed by coding method and Fuzzy Delphi method respectively. The results designated that the indicators of the Islamic branding contain the publicizing the Islamic traditions and conducts, the prioritizing God’s and customers’ satisfaction, using Islamic titles and terms, providing  Muslims’ interests, having concern about the principles of honesty and integrity, conformity with Islamic norms and values, the simultaneous concentration on religious values ​​and the demands of the customers,  conducting ethical marketing, the production of products in Muslim countries, assuring  customers of Halal products, taking appropriate positions against non-Islamic products, concentrating on exporting products to Muslim countries, propagating on the basis of Islamic criteria ​​and values, caring about production processes of Halal products, considering the interests of the future generations, considering environmental issues and social responsibility, promoting Islamic identity through branding, proposing positive images of Islam in Islamic brands, using hadiths in logos and advertising the brands, popularizing simple life style, and avoiding materialism.