Halal Branding: A Case of 'Us' and 'Them'?
By Kamarul Aznam Kamaruzaman
Islamic, or Halal branding, seem to be the newest marketing catch phrase, having been discussed at length during the recent World Islamic Economic Forum, as well as being the central argument for a new niche offering by a global media and advertising giant.
In both instances, the theme is identical: that the burgeoning modern global Muslim population will create a powerful market force that will sweep the entire established world of consumerism as we know it. Oh, and it will exclude any businesses not already on the bandwagon. Tough luck.
This would immediately exclude even the Muslim-owned businesses which makes up just 15% of the industry. They loose out either because they thought their products would sell because they themselves are Muslims, or because they are just “not there yet”.
A high ranking Halal representative from the host country even suggested that the concept of Halal itself needed to be
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