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Halal branding – strategic marketing means, motives and opportunities

Halal branding – strategic marketing means, motives and opportunities

Wilson, Jonathan A.J. and Liu, Jonathan (2010) Halal branding – strategic marketing means, motives and opportunities. In: MIICEMA 2010 Malaysia-Indonesia International Conference on Economics, Management & Accounting: Regional Development in and Era of Global Innovation Economy, 25-26 Nov 2010, National University of Malaysia. Universiti Kebangsaan Malaysia (UKM), Bangi, Kuala Lumpur, Malaysia. (Unpublished)

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Within Muslim countries and especially those with Arabic as their mother tongue, many products which have previously taken their halal status as a given are beginning to carry halal labelling. Furthermore, it can be observed that non-Muslim countries, which have a significant and proactive minority population, are also increasing their halal product offerings. This is in stark contrast to historical practices of marketing such goods according to their ethnic, rather than religious heritage. In the first instance, this paper charts the rise in this phenomenon and examines the efficacy of such an approach. Collectively, these have culminated in the creation of halal ingredient brands and in some cases forms of co-branding. However, halal’s full potential has yet to be harnessed and there remain areas of dissonance and misunderstanding. Reasons offered by the authors are that current applications of brand theory unnecessarily restrict the term halal and presuppose that there is one interpretation of its meaning, which acts as a broad-brush panacea to all. In addition, as this is an emerging area of commerce, or at the very least a reinterpretation of a basic principle of permissibility; it is argued that current branding models are in need of refinement. This paper explores the strategic aspect of deploying Islamically-fused and overtly branded commodities, to diverse religious and non-religious audiences.

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: halal branding, Muslim consumer behaviour, Islamic marketing, international marketing, halal certification
Subjects: B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc
H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
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Last Modified: 14 Oct 2016 09:12

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