Article Review: Shaping the Halal Into a Brand? by: Jonathan A.J. Wilson: University of Greenwich, London, Uk

Article Review: Shaping the Halal into a Brand? - Article Review: Shaping the Halal Into a Brand? by: Jonathan A.J. Wilson: University of Greenwich, London, Uk introduction?? By: Jonathan A. J. Wilson: University of Greenwich, London, UK a) What was the overall purpose/aim of the study you reviewed? The purpose of the study to review current literature and practices concerning the usage and consumption of Halal within marketing and branding. Following this, the aim is to both stimulate discussions and encourage further thinking within this field. ) What specific research questions/hypothesis did the author state? As a conceptual paper, research is limited at times by a lack of empirical data and attempts necessitating the exploration of wide-ranging cross-disciplinary sources and stakeholder engagements. c) What was the methodology (how did they collect their data) used? The methodologies used in this article are inductive reasoning and syllogisms, as a basis for conceptual metaphor theory and critical discourse analysis.

Evidence gathered from structured and systematic literature reviews – supported by existing empirical data, anecdotal evidence, personel observations and experience. d) What did the author find out/contribute (what were the conclusions)? In business the doctrine of what is halal, has culminated in the creation of ingredient brands and in some cases forms of co-branding. However, the halal’s full potential has yet to be harnessed and there remain areas of dissonance and misunderstanding.

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Reasons offered by the authors are that current applications of brand theory unnecessarily restrict the term halal and presuppose that there is one interpretation of its meaning. Also, instead of current trends which focus on rate determining steps within functional marketing approaches per se; halal’s competitive advantage is of more significance when delivered via the tacit elements of strategy and management. The investigation of halal and more specifically those aspects pertaining to branding and business are still in their infancy.

However, the wider implications associated with halal and its potential to permeate other disciplines should not be overlooked, or remain restrictive in their approach. Halal is paradigm which necessitates and an appreciation of; multiple, situation-specific and cultural traits, figurative, esoteric and symbolic states, relationships away from just materialistic and mechanical process-driven thought and strategic management practices. This pushes thought towards comparisons with more emotionally driven and high-involvement luxury purchases.

Rickard (2004) suggest that marketers should consider trends,, where minority groups have a tendency towards purchasing more branded products and those of quality. This would be in keeping with the postulation that minorities are attempting to build up equity and acceptance. Finally, what Islam states within its texts and what is practiced by Muslims and non-Muslims offer some form of overlap; but unless each are understood both in isolation and in their dependency, there will remains gaps.

However, what is not being suggested here is that full mastery over this field will ever grant complete control over what is halal. Rather, halal will provide more gains and will become less of an enigma. e) What do you think about the article? I think this article is very interesting because it open our eyes what is the reality about halal logo in Islam and marketing field. It also growth in market interest to significance both Muslim and Non-Muslims.

Shaping halal into brand opened view of the community about Halal product which is Halal product indeed safety and liked by anyone. Halal branding as a tool for promoting Islam is an alternative to gain interest of the community about Islam and Halal product. In Malaysian, these issues have to be conduct to the public about the importance of the Halal although Halal Brand it not the issues but, the community should know why Islam outlines Halal is must in products.

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