The Role of Brand in the Malaysian Takaful Industry

Authors

  • Maizaitulaidawati Md Husin Department of Management and Human Resource Development, Malaysia University of Technology, Kuala Lumpur, Malaysia
  • Asmak Ab Rahman Department of Shariah and Economic, University of Malaya, Kuala Lumpur, Malaysia

DOI:

https://doi.org/10.11113/sh.v63n1.137

Keywords:

Brand, marketing, Islamic insurance, takaful, Malaysia

Abstract

Brand is important to a business including insurance and Islamic insurance (takaful) business. The objective of this article is twofold: to discuss how branding for takaful should differ from the conventional counterparts, and to identify challenges faced by takaful operators in branding their products and services. Findings indicate that takaful operators employ Islamic brand elements in their business to raise their image as well as to allow customers to connect themselves with their emotion, belief, and spiritual needs.

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Published

2013-06-15

Issue

Vol. 63 No. 1 (2013): Special Edition

Section

Articles

License

Copyright of articles that appear in Sains Humanika belongs exclusively to Penerbit Universiti Teknologi Malaysia (Penerbit UTM Press). This copyright covers the rights to reproduce the article, including reprints, electronic reproductions or any other reproductions of similar nature.

How to Cite

The Role of Brand in the Malaysian Takaful Industry. (2013). Sains Humanika, 63(1). https://doi.org/10.11113/sh.v63n1.137