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In this paper, after presenting the basic concepts, capabilities and challenges of branding and marketing in Muslim countries are examined. The main objective of this paper is to describe and explain the challenges of branding and marketing potential in Islamic countries and expressing its potential capacities. Method of study is library and studying is primarily descriptive and analytical. This paper shows that there are a lot of areas and opportunities for branding and marketing in Islamic countries. On the other hand, many factors can create barriers to the growth of the brands coming from the Muslim world. However, if the right strategies are used, these challenges are not insurmountable. Creating products with a unique identity, based on basic goals and values of Islam and a reviving culture of innovation and development of innovative and competitive marketing strategies are of proposed methods to eliminate obstacles in the Islamic branding and marketing. Keywords: Islamic branding; islamic marketing; islamic branding challenges; islamic branding capabilities

Marketing and branding in Islamic countries, challenges and capacities