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 Crown
Prince 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