Brand culture, halal, and the critical Islamic imperative

This chapter takes a critical position, of relevance to scholars and practitioners; by unpacking brand theory and practice within a Halal paradigm (permissibility according to Islam). In contrast to the majority of existing studies, which are rooted in positivism and reductionism; here a Socratic Cultural Theory perspective has been adopted. The argument is that, to date, many findings in other studies accept conventional brand thought in toto; and in doing so have only yielded labelled functional and ingredient compliance, which at best delivers a gamut of hygiene factors – but not necessarily the blueprint for creating seductive, emotive and compelling brands. The assertion is that whilst Halal in the widest sense might be attractive, trusted and valued by Muslims; in the face of a paucity of critical brand understanding and application, the branding elements of Halal brands are tolerated, simply due to current market oligopolies and consumer demand. The implication of these being that a flawed syllogism has been created amongst mainstream scholarship and industry, which curtails further brand developments, and assumes that if a branded commodity is Halal, then it will be more attractive, trusted and valued by Muslims