Towards the Creation of Strong Brand Image of Waqf Institutions

Abstract

Studies have been conducted focusing on the role of trust, integrity, and reputation on the image and reputations of Islamic charities. But, these are not the only challenges faced by contemporary Waqf. While the world outside the Waqf institutions has changed, Awqaf are stuck in centuries-old procedures and management practices. This must change for Awqaf to be up to the challenges of modern world. This work focuses on proposing a mechanism that explains how possible it is for Awqaf to improve their image given their unique features and environment. The process through which Waqf improves its relationship with stakeholders such as donors, beneficiaries, and government is as important as other aspects of Waqf operation that have been traditionally covered by scholars. The methodology followed for conducting this work is mainly literature review and critical analysis of the state of Waqf in the Muslim world. Thus, the work is a deductive analysis in Islamic economics and marketing, borrowing from Islamic and conventional fields of marketing and branding.