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