The term “ISLAMIC BRANDING” stems from the tendency of the marketing and advertising industry’s practice of consumer segmentation based on certain ‘ethnic’ parameters. On the other hand, does the ‘Halal’ stamp signify Islamic branding? The term Halal is recognised as a brand component as well as the platform for a brand’s identity. As a brand component, it communicates adherence to supply and production parameters for example in food – flagging the hygiene factor by re-assuring adherence to the slaughter process. As a platform, the term ‘Halal’ is used to ‘flag’ that the brand is for the Muslim community.
My article on this in the July issue of Islamic Banker Asia. Read it here: