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Challenges facing and opportunities to develop halal marketing and branding in Asian countries were discussed in the first international halal conference hosted by Mashhad University of Medical Sciences. According to the news headquarters of international halal products, appreciating this conference, faculty member of Universitas Trilogi of Indonesia referred to Muslims’ role in enhancing market of halal products and said: “focusing on increasing production of halal products will definitely lead to economic growth in Muslim countries”. He mentioned variety as a challenge facing halal products in the Islamic world and said: “as consumers, Muslims need halal products”. He referred to population growth, expansion of the middle class, growth of youth population and easy access to information as the main driving forces of the market and pointed to creating opportunities for Muslims to match their lifestyles with Sharia as an important objective. Pointing to the relationship between organizations that provide halal products and the target customers, Dr. Em Bestaman said: “halal brand companies provide quality services for Muslims based on their needs”. This halal marketing and branding researcher also referred to financing, banking and the capital market as prerequisites of halal economy. Noting that halal marketing methods play an important role in enhancing global standards, he said that the core of halal marketing is justice. Ahmad Anzeddin Bin Movahed Hashem, program manager of a halal company from Malaysia also gave a speech on the topic of commercial and industrial global ecosystem of halal products and said: “Malaysia began producing halal products from 20 years ago and tried to remove the hurdles”. He said: “currently, seven thousand Malaysian companies observe halal standards and 90 percent of Muslims in this country use halal products. It should be noted that despite all attempts, Malaysian Muslims have only 8 percent of the global halal market”. He said: “to be successful, access to the market, investigating challenges and needs and the global and national ecosystem should be considered”. It should be noted that the first international halal products conference was held with the presence of prominent characters from the Islamic world and hosted by Mashhad University of Medical Sciences on December 13th and 14th, 2017 in Borj Sefid of Mashhad University of Medical Sciences. The conference themes included criteria for halal food, similarities and differences in religions with respect to criteria for halal food, the criteria for meat products to be halal, principles of Fiqh related to halal products, tahara and nijasa in halal products and new problems in halal products. |