The global marketplace has become more sophisticated and demanding. With the advancement in ICT, consumers now are more discerning, savvy and better informed. This phenomenon is also occurring amongst Muslim consumers. Muslim consumers have far greater knowledge and understanding about Islam. This knowledge is manifested in the way they make purchasing decisions and consumptions. The availability of halal products and services are becoming more prevalent in both Muslim and non-Muslim countries. Various products and services include food, cosmetics, pharmaceuticals, apparels, hospitality, banking and insurance. This is reflected in the increased awareness shown by multinational corporations in the way they formulate their marketing strategies to cater for the needs of Muslim consumers.
Thus, there is a pressing need to advance knowledge and understanding in the way companies market their products and services to Muslim consumers. Based on the first successful conference in Kuala Lumpur, Malaysia in 2010, the Faculty of Business and Accountancy, University of Malaya, Kuala Lumpur and Brunel Business School, Brunel University, London are organising the 2nd International Conference on Islamic Marketing and Branding (ICIMB) in Brunel University, London, UK. This event is in collaboration with ESSEC Business School, Paris, France.