Identifying and Analyzing the Indicators of Brand Identity in Islamic Art Brands

Context and Purpose: Brand identity is a crucial element in marketers' tools for capturing the attention and loyalty of their target audience. For brands operating in the field of Islamic art, incorporating Islamic teachings into brand identity is essential for effectively engaging a growing population of Muslim consumers. This research aims to analyze the nature and structure of brand identity among active brands in Islamic art. Method: This study employs a mixed-methods approach, combining qualitative and quantitative research. It is grounded in the interpretive paradigm and utilizes scientometric analysis of related research indexed in scientific databases. The qualitative phase includes a comprehensive literature review to identify indicators and sub-indices of brand identity in art, while the quantitative phase employs the Delphi technique to develop a suitable ruler and scale for assessing the identity of brands active in Islamic art. Findings: The scientometric analysis and detailed examination of scientific documents led to the identification of fundamental and organizing themes related to brand identity. These themes encompass artistic works, artists, symbols, and the business of art, as determined by consensus among experts in the field. Conclusion: Establishing a brand identity for those involved in Islamic arts—whether as Muslim artists, through Islamic artworks, symbols, or in the art business—requires a comprehensive approach. This includes integrating mental and visual imagery, ideals and visions, as well as religious values. By enhancing both material and spiritual capital, brands can effectively present Islamic art to global audiences, thereby securing a prominent position in the competitive landscape of brand recognition.