The challenges of Islamic branding: navigating emotions and halal

Purpose: To address the challenges which the concept of halal presents - when 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. Evidence supported by discussions and participant observation method, whilst attending Oxford Global Islamic Branding and Marketing Forum, 26th-27th July 2010, Saïd Business School, University of Oxford – in addition to the empirical data presented by keynote speakers. Findings: The authors assert 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 hypersensitivity 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 authors concur 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