[Blog entry] Putting the halal into brands, or branding the halal?

Wilson, Jonathan A.J. (2010) [Blog entry] Putting the halal into brands, or branding the halal? Oxford Global and Islamic Marketing Forum [Blog].

PDF - Submitted Version Restricted to Repository staff only Download (95kB)

Abstract

With halal, organisations either appear to see it as a brand component of sorts; or recognise that within it lies the potential to become a brand – both of which can help increase market share. In contrast, for Muslims, Halal is not merely a brand element. Instead, it is part of a belief system and moral code of conduct, integral in daily living. Current literature indicates literalist and uniform definitions of what is halal; largely housed within product marketing. However, the authors assert that Halal, as a concept, contains within it attributes which render it both a phenomenon and a noumenon.

Actions (login required)