Muslim Businessmen Can Mitigate False Perception Of Islam, Says Raja Nazrin

From Mohd Iswandi Kasan Anuar

LONDON, July 28 (Bernama) -- Muslim businessmen, particularly those looking into the Western market, can mitigate false perception of Islam by displaying qualities of a responsible citizen in their local community, says the Raja Muda of Perak Raja Dr Nazrin Shah.

He said they could earn respect and credibility in the market place while at the same time enhance their brand, increase customer loyalty and improve their relationship with the local community.

"There are four motivations for companies to embrace social corporate responsibility, there are reputation, licence to operate, moral obligation and sustainability," he said at the inaugural Oxford Global Islamic Branding and Marketing Forum here Tuesday.

In his keynote address themed "Religion, Culture and Branding: The Importance of Understanding and the Challenges of Engaging A Global Multiracial World," Nazrin said Muslims, who accounted for 23 per cent of the world's population with the market for Shariah-compliant products worth over US$2 trillion, were increasingly becoming an economic force.

As a result, the rising number and growing purchasing power of Muslim consumers have opened up tremendous business opportunities for both Muslim and non-Muslims, he said.

This also present opportunities to build through commercial engagement the confidence and trust that would ultimately help gain wealth among Muslims and non-Muslims in the common humanity, he said.

Nazrin however said it was a setback that many in the West were fearful and resentful of Muslims and their religion.

He said a survey conducted in 2006 showed 63 per cent of the British, 87 per cent of the French and 88 per cent of the Dutch believed Islam was a religion most prone to violence.

"The rising of the Islamic phobia bring negative images and inevitably stroke into Muslim brand, thus making it extremely difficult for Islamic products to penetrate the Western market," he said.

The two-day Inaugural Oxford Global Islamic Branding and Marketing Forum which ended yesterday was organised by the Said Business School.

The Tanjung Manis Halal Hub in Sarawak was one of the lead partners.

-- BERNAMA