The challenges of Islamic branding: navigating emotions and halal

TLDR: In this paper, the authors address the challenges which the concept of halal presents when attempting to understand how halalconscious consumers behave and what it takes to maintain an emotive, credible and authentic brand proposition.

Abstract: Purpose – The purpose of this paper is 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, were employed. Evidence supported by discussions and participant observation method, whilst attending Oxford Global Islamic Branding and Marketing Forum, 26‐27 July 2010, Said 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 paradi...