Enhancing Malaysia’s Halal Brand Identity: Insights and Strategies for Sustainable Global Halal Hub
Main Article Content
Abstract
Halal branding has become an essential strategy for businesses to cater to the needs of Muslim consumers and tap into a rapidly growing market. Malaysia has positioned itself as a global halal hub, attracting Organisation of Islamic Cooperation (OIC) food manufacturers and becoming a trusted source of halal products and services. However, developing a distinct Malaysia’s halal brand identity remains a challenge. This article explores the importance of developing a strong halal brand identity for the sustainability of Malaysia as a global halal hub. The study conducted in-depth interviews with eight identified respondents who were either chief executive oficers, presidents of participating companies, or partners and directors of various government agencies at local and international branches. The study discusses successful halal brand identity campaigns undertaken by major global and regional brands, focusing on promoting halal values, ethical practices, and the benefits of halal products. To develop a strong halal brand identity, comprehensive marketing and communication strategies are recommended, utilising the effects theory to craft effective digital marketing strategies that resonate with Muslim consumers and promote ethical consumption.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Abdul Manaf Bohari, W.H. Cheng and Nurwahida Fuad. 2013. An analysis on the competitiveness of halal food industry in Malaysia: An approach of SWOT and ICT strategy. Malaysia Journal of Society and Space 9(1): 1–11.
Austrade. 2023. Insight – Navigating the halal market in Malaysia. https://www.austrade.gov.au/news/insights/navigating-the-halal-market-in-malaysia (accessed 21 August 2023).
Borzooei, M. and M. Asgari. 2013a. Halal branding and purchase intention: A brand personality appeal perspective. International Journal of Business and Management Invention 2(8): 23–27.
Borzooei, M. and M. Asgari. 2013b. The halal brand personality and its effect on purchase intention. Interdisciplinary Journal of Contemporary Research in Business 5(3): 481–491.
DinarStandard. 2022. State of the global Islamic economy report. https://www.dinarstandard.com/post/state-of-the-global-islamic-economy-report-2022 (accessed 21 August 2023).
Grandview Research. 2023. Halal food and beverage market size, share and trends analysis report by product (grain products), by distribution channel (hypermarket and supermarket), by region and segment forecasts 2022–2030. https://www.grandviewresearch.com/industry-analysis/halal-food-market (accessed 21 August 2023).
Hafiz M. Ahmed. 2023. What is halal branding? The Halal Times, 17 April. https://www.halaltimes.com/what-is-halal-branding/ (accessed 21 August 2023).
Halal Development Corporation. 2023a. About HDC. https://hdcglobal.com/about-hdc/ (accessed 21 August 2023).
Halal Development Corporation. 2023b. Halal industry master plan 2030. https://hdcglobal.com/halal-industry-master-plan-2030/ (accessed 21 August 2023).
Hosain, M.S. 2021. Branding “halal”: Application of a certain religious emotion to attract a specific customer segment. PSU Research Review 5(3): 195–200. https://doi.org/10.1108/PRR-12-2020-0043
Jamilah Ahmad. 2014. The role of public relations in promoting Islamic products globally: The Malaysian experience. Journal of Islamic Studies and Culture 2(3): 63–81.
Khan, M.I. and A. Haleem. 2016. Understanding “halal” and “halal certification and accreditation system” – A brief review. Saudi Journal of Business and Management Studies 1(1): 32–42. https://doi.org/10.36348/sjbms.2020.v05i01.005
Lavidge, R.J. and G.A. Steiner. 1961. A model for predictive measurements of advertising effectiveness. Journal of Marketing 25(6): 59–61. https://doi.org/10.2307/1248516
Mabkhot, H. 2023. Factors affecting the sustainability of halal product performance: Malaysian evidence. Sustainability 15(3): 1850. https://doi.org/10.3390/su15031850
Market Research Insight Center. 2023. Halal food market size, analyzing trends and forecasting growth from 2023–2030. https://www.linkedin.com/pulse/halal-food-market-size-analyzing-trends (accessed 21 August 2023).
MITI (Ministry of International Trade and Industry of Malaysia). 2021. Recollective: Tapping into the US$3 trillion halal market. https://www.mifc.com/documents/6319173/1f2fe0ac-2b30-ca8f-dd50-8acfaa7e3964/ (accessed 21 August 2023).
Muhamad Fazil Ahmad. 2013. The antecedents of halal brand personality in Malaysian Takaful industry: A preliminary review. Paper presented at first insurance and takaful international symposium, Universiti Kebangsaan Malaysia. 7–8 October.
Muhamad Fazil Ahmad. 2015. Antecedents of halal brand personality. Journal of Islamic Marketing 6(2): 209–223. https://doi.org/10.1108/JIMA-03-2014-0023
Muhamad Izzuddin Zainudin, Al-Amirul Eimer Ramdzan Ali, Ahmad Syahmi Ahmad Fadzil, Mohammad Fahmi Sarin, Nur Ain Syazmeen Ahmad Zaki, Abdul Kadir Othman and Faridah Haji Hassan. 2018. Halal brand personality and brand loyalty among millenials modest fashion consumers in Malaysia: A conceptual paper. International Journal of Asian Social Science 8(11): 985–994. https://doi.org/10.18488/journal.1.2018.811.985.994
Nadzirah Mohd Fauzi, Nur Iman Hashim, Mohd Fadhli Ab Rahman, Wan Suraya Wan Hassin and Wan Shahzlinda Shah Shahar. 2020. Halal economic: Challenges and emerging opportunities in Malaysia. Journal of Islamic Philanthropy and Social Finance 1(1): 29–37. https://doi.org/10.24191/JIPSF/v1n12020_29-37
Norafni Farlina Rahim and Syahidawati Shahwan. 2013. Awareness and perception of Muslim consumers on non-food halal product. Journal of Social and Development Sciences 4(10): 478–487. https://doi.org/10.22610/jsds.v4i10.787
Rana Muhammad Ayyub. 2015. Exploring perceptions of non-Muslims towards halal foods in UK. British Food Journal 117(9): 2328–2343. https://doi.org/10.1108/BFJ-07-2014-0257
Research and Markets. 2023. Halal food global market report 2023. https://www.researchandmarkets.com/reports/5744211/halal-food-global-market-report#rela0-5732930 (accessed 21 August 2023).
Santiago, A. 2022. An overview of Malaysia’s halal industry. YCP solidiance. https://ycpsolidiance.com/article/overview-halal-market-malaysia (accessed 21 August 2023).
Wan Rusni Wan Ismail, Mohhidin Othman, Russly Abdul Rahman, Nitty Hirawaty Kamarulzaman and Suhaimi Ab. Rahman. 2016. Halal Malaysia logo or brand: The hidden gap. Procedia Economics and Finance 37: 254–261. https://doi.org/10.1016/S2212-5671(16)30122-8
Wilson, J.A.J., R.W. Belk, G.J. Bamossy, Ö. Sandikci, H. Kartajaya, R. Sobh, J. Liu and L. Scott. 2013. Crescent marketing, Muslim geographies and brand Islam: Reflections from the JIMA Senior Advisory Board. Journal of Islamic Marketing 4(1): 22–50. https://doi.org/10.1108/17590831311306336