noel shield, developing a national halal brand, ihmc 2010 day1 session1
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DEVELOPING A NATIONAL BRAND
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LAUNCH
• IHPE 31 July 2009
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Criteria for Success in Brand Development
• Right Target Market• Correct Product Selection• Correct Production Processes• Solid Certification Procedures• Dedication• Hard Work• Capital
Follow Through – Success Cut Corners – Imminent Disaster
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Certification Marque
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Brunei Halal Commercial Brand
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Credible Certification System
• Credible Certification System based on highest standards of Islamic Principles
• A system that is an act of Government• Audited by Brunei Halal auditors from the Religious
Council• Strong Technical inspection and audit system• Commercial Standards – ISO, HAACP, BRC
Auditors in China
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Target Market - Consumer
• Demographics
• Confidence in System
• Brand Recognition
• Consumer Requirements
• Rules and Regulations
• Research
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Product Selection
• Consumer Demands
• Product Selection & Profiles – Taste Texture
• Manufacturer Selection
• Production Region
• Logistics
• Certification Systems
• Packaging Design
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Sales & MarketingPartners
Brand Marketing
Event Marketing
Regional Activities
Brand Ownership – Corporations – Community
CAPITAL
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Cooking from the Heart Competition
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Hari Raya Gift Hampers