The challenges of Islamic branding: navigating emotions and halal

Abstract

Purpose -The purpose of this paper is to address the challenges which the concept of halal presentswhen attempting to understand how halal-conscious consumers behave and what it takes to maintain an emotive, credible and authentic brand proposition. Design/methodology/approach -Interpretive phenomenological analysis and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis, were employed. Evidence supported by discussions and participant observation method, whilst attending Oxford Global Islamic Branding and Marketing Forum, 26-27 July 2010, Saïd Business School, University of Oxford -in addition to the empirical data presented by keynote speakers. Findings -The author asserts that halal-conscious consumers are risk averse, which drives discerning and high-involvement behavioural traits. Furthermore, in the face of this, brand managers are still unclear how far they can push more emotionally led brand messages. Finally, the paper presents a halal decision-making paradigm -as a basis for constructing salient and engaging brands. The halal paradigm is a nub where the perceived importance of halal is brought into the Muslim consciousness. This is a dynamic and cyclical process, whose final verdict is finite and perishable -due to hyper-sensitivity and environmental factors influencing Muslim perceptions of what is halal.Research limitations/implications -The models presented synthesise conceptual thinking with primary and secondary data. Further, tests related to specific brands are suggested. Originality/value -Whilst the author concurs with the general Islamic principle of halal being the norm and haram as the exception, within the halal paradigm of consumption attached to consumerism, an argument is put forward asserting that this is increasingly being reversed. Furthermore, it is proposed that brand theory could view brands as Muslims.

Crescent marketing, Muslim geographies and brand Islam

“…Not only are the academic and business markets anxious for such research, the mutual definition of self and other is thrown into high definition in a globalizing and shrinking world. As in other multinational contexts, there are issues of how to respect and become more knowledgeable about Islamic values, to appreciate the multiple cultures of Islam, to become aware of the competing swirl of values within Islamic societies and between Islamic and non-Islamic societies, and to envision new opportunities for greater cultural and marketing exchanges (Abdullah, 2008;Ahmed, 2008;Sandikci and Ger, 2011;Wilson and Liu, 2011). The implications for practitioners are that there are numerous opportunities apparent for marketing in Islamic cultures.…”

“…The UK is also seen as being a hub for Islamic finance activities, which affect the Muslim world. Furthermore, the fact that branded halal goods are so important now within Muslim majority countries as has never been seen before, despite always producing halal products, is an indicator that Muslim consumption practices globally have changed (Wilson and Liu, 2011).…”

Islamic marketing – a challenger to the classical marketing canon?

“…Whilst halal may apply to all of the items for which it is used to label, we wonder whether 'brand halal' and such branding approaches are fit for all of them? Wilson and Liu (2011) have observed how whilst halal labelling has offered reassurance, it has also encourage greater fear, suspicion, and reduced risk taking -all of which it is argued have reversed the spirit of what halal means and offers. Therefore, we raise the question that considers, what impact will this have on consumption and perceptions of what it means to be a Muslim?…”

Improving Employees Behavior through Extension in Theory of Planned Behavior: A Theoretical Perspective for SMEs

“…However, religious sensitivity impacts customers and firm values positively, both directly and indirectly. A similar evidence was provided by the study of Wilson and Liu (2011) who explored the relationship of consumer's behavior with respect to the concept of Halal when they purchase a brand. The result showed the halal paradigm is a core concept when the perceived importance of ijbm.ccsenet.org International Journal of Business and Management Vol.…”