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Should we think of Islamic and Halal brands as being ‘Muslims’

Jonathan A. J. Wilson | May 10, 2011 | 0 Comments
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My most recent paper in the Journal of Islamic Marketing poses several simple philosophical questions, which also build upon the observations in this paper, which recently won an award.

The one I’d like to focus on here, is concerning the humanization of a brand.

As branding has embraced the concept of a brand attempting to be understood and optimized, through acquiring human attributes: how does this work in the Muslim market?

We are au fait with such terms as brand personality and identity; so if brands are driven towards this lens of study and application: logically, can Islamic and Halal brands be thought of as being ‘Muslims’ themselves? Therefore, if brands are esoterically and allegorically Muslims, I argue that much richer and emotional brands could be created. Furthermore, if they are imperfect, they may not attract as much censure as something which claims to be primarily and definitively Islamic, or Halal.


Jonathan A.J. Wilson, Jonathan Liu, (2011) “The challenges of Islamic branding: navigating emotions and halal”, Journal of Islamic Marketing, Vol. 2 Iss: 1, pp.28 – 42.

Jonathan A.J. Wilson, Jonathan Liu, (2010) “Shaping the Halal into a brand?”,Journal of Islamic Marketing, Vol. 1 Iss: 2, pp.107 – 123.


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