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Brand Islam and halal branding – challenges and opportunities

Brand Islam and halal branding – challenges and opportunities

Wilson, Jonathan and Liu, Jonathan (2014) Brand Islam and halal branding – challenges and opportunities. In: AM2014 Conference Abstracts. Academy of Marketing, Argyll, Scotland, pp. 105-106.

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Purpose of the Paper: To investigate the impact of certifying and branding commodities as Halal.

Theoretical Background: Halal at its most basic level is an Arabic word which means permissibility of actions and consumption, as outlined by Islam. The majority view is that Halal is the norm and Haram (impermissibility) is the exception.

Design/Methodology/Approach: In-depth interviews with industry practitioners, certification bodies, and thought leaders over five years.

Findings: Whilst the authors concur with this construct as a general principle, it appears that the recent phenomenon of creating Halal logos and branding strategies have created both opportunities and challenges, which are changing classical interpretations and understanding of what Halal is. So much so, that Halal branding is also now practiced in countries with almost exclusive Muslim majorities. The drivers of which are a type of hyper-sensitivity and hyper-interactivity, encouraged by:

• The commodification of entities, through branding and boundary ownership
• Increased ingredient scrutiny
• Mass-manufacture
• Technological and genetic engineering advancements
• Challenges by single issue politics and anti-branding movements.

Practical Implications: Halal labelling is being used as a hygiene factor – which has implications on premium branding strategies.

Social Implications: Norms and exceptions are being reversed increasingly in consumers – due to brand created traits of risk aversion, attached to fear, suspicion, context and spirituality.

Originality/Value/Contribution of Paper: A new conceptual argument proposed for the relevance, usage and purpose of Halal branded commodities.

Item Type: Conference Proceedings
Title of Proceedings: AM2014 Conference Abstracts
Additional Information: [1] Poster (0301) in 'Brand, Identity & Corporate Reputation' stream - part of the Academy of Marketing Conference 2014, held 7-10 July 2014, Bournemouth University, Bournemouth, UK. The theme of the conference was "Marketing Dimensions: People, places and spaces." [2] Abstract published in AM2014 Conference Abstracts (pp. 105-106)
Uncontrolled Keywords: halal, Islamic marketing, branding, Muslim consumer behaviour, consumer culture theory, macromarketing, Islamic economics
Subjects: H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
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Last Modified: 14 Oct 2016 09:28

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