Islamic branding: A conceptualization of related terms

Baker Ahmad Alserhan

    Research output: Contribution to journalArticlepeer-review

    147 Citations (Scopus)


    This article investigates the promising, new subject matter of Islamic branding, which is yet to receive the academic attention it deserves. It provides a better understanding of Islamic branding, through conceptualizing the terms relevant to the brand-Islamization efforts of non-Muslim brands, by identifying the necessary branding to Muslims practices. It differentiates between Islamic products and Islamic brands, identifies and explains the various types of Islamic branding and links them to the Islamization of originally non-Muslim brands, that is, international brands, and it discusses various halal-related issues that an Islamizing firm needs to adhere to in order to improve its chances of success in the Islamic market. Existing information sources at both academic and business levels reveal that knowledge remains scarce in this field. Therefore, the identification and conceptualization of the various Islamic branding terms offers ample opportunities for researchers to investigate. Researchers investigating the concept and practice of Islamic branding currently are drawing the inaugural road map for future research, and thus determining its long-term direction.

    Original languageEnglish
    Pages (from-to)34-49
    Number of pages16
    JournalJournal of Brand Management
    Issue number1
    Publication statusPublished - Sept 2010


    • Islamic branding
    • Islamic brands
    • Islamic products
    • brand Islamization
    • halal

    ASJC Scopus subject areas

    • Strategy and Management
    • Marketing


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