Lipton, Nestle, and Nescafe are considered some of the most appealing brands for Muslim consumers, according to a new index that ranks brands based on their understanding of halal and how Shariah-compliant they are.
The Ogilvy Noor Brand Index, which released by Ogilvy & Mather and TNS, ranked 35 global brands within the beverage, food and dairy, personal care, financial services, and aviation industries.
The index asked 2,500 Muslim consumers in Saudi Arabia, Egypt, Pakistan, and Malaysia - countries considered majority-Muslim markets - to rank brands on a 100-point index that is based on agreement with the statement "this brand is completely halal or Shariah-compliant."
Shariah is Islamic law. Halal means permitted under Islam.
Lipton, Nestle, and Nescafe received scores above 120, with Lipton reporting the highest brand score at 131. Global brands like Kraft, Pringles, and 7-Up were also ranked in the top 10. The majority of the financial services and airlines brands that were surveyed, including Citibank, Singapore Airlines, Emirates, and HSBC, reported some of the lowest scores on the index.
Ogilvy & Mather launched Ogilvy Noor, an Islamic branding practice earlier this year. And, last year, when I interviewed Chris Graves, Ogilvy PR's new global CEO, for the newsmaker profile that ran in January, he talked in-depth about marketing to Muslim audiences as a potential growth area for the firm.