The Brand Marketing of Halal Products at Brunei

37The Brand Marketing of Halal Products: The Way Forward 2008 The Icfai University Press. All Rights Reserved.

The Brand Marketing of Halal Products:

The Way Forward

Patrick Low Kim Cheng*

A timely paper, through literature review and research method of interviewing 34 respondents, the

author examines the brand marketing strategiesapplying 4Ps (Price, Product, Promotion and

Place) and other strategic optionsof Halal products with reference to Halal companies in Brunei

Darussalam, marketing their Halal products to the region, if not to the world.

* Chartered Marketer, Certified MBTI Administrator, and Certified Behavioral Consultant (The Institute ForMotivational Living, USA), Universiti Brunei, Darussalam. E-mail: [email protected]

Introduction

Islamic branding is taking a centerpiece on the global stage. It is no longer confined

to a countrys demograpy, identified by the narrow lines of nationality or ethnicity

(Nair-Gheswalla, 2007). The reasons are that Islam is the fastest growing religion on earth,

both by birth and adoption. The world Muslim population today is at 1.4 billion, or 22%

of the total population, and has earned a niche for itself as a whole new market to be

reckoned with (Nair-Gheswalla, 2007). It is estimated that by 2010, the Muslim

population will exceed three billion (Evans, cited in The Brunei Times, 2007).

The community has become a huge market segment and companies are scrambling

to satisfy brand new needs they never knew existed. The growing Muslim population

is pushing the companies to produce Halal products to satisfy the customers endless

demands (Burgmann, 2007).

Objectives of the Paper

To uncover and identify that Halal (Arabic word for permitted but is used byMuslims around the world to denote food that has been prepared according

to Islamic dietary regulations) (Drury, 2007) is fast becoming a new market force

and identifier, and businesseseven those Muslim or Halal businessshould

change, illustrate the branding marketing of Halal products such as looking at the

key 4Ps (Price, Product, Promotion and Place) of marketing including the product

naming and packaging, and public relations, promotions and advertising.

To successfully adapt and cater to the needs of the Muslim consumers.

Effect of Halal on Marketing

The Brunei Halal brand has been officially launched by Negara Brunei Darussalam; and

the Second International Halal Product Exposition held is seen as the countrys initiative

to become one of the worlds major players in the multi-dollar global Halal market

(The Brunei Times, August 19, 2007). A branding positive action step, Brunei Halal brand

The Icfai University Journal of Brand Management, Vol. V, No. 4, 200838

is a project initiated by the Ministry of Industry and Primary Resources along with the

cooperation of the Brunei Islamic Religious Council, Ministry of Religious Affairs and the

Ministry of Health. The creation of the Brunei Halal brand is in line with Brunei Darussalams

aggressive effort with the Islamic nation moving towards developing a diversified, competitive

and sustainable economy. Brunei Darussalam has also developed Brunei Halal Standards as

guidelines for the use of Brunei Halal Certification (Brunei Halal, 2007).

The global market is estimated to be worth around $150 bn a year (The Brunei Times,

August 19, 2007) and the Halal food industry is also pegged to grow at a rate of 2.9%

annually (Asia Inc., July-August 2007).

Halal is natural, safer, healthier, cleaner and greener (Drury, 2007). In this regard, Islam,

as a way of life, expects human beings to conserve the environment for several reasons

which may be summarized as follows:

The environment is Allahs creation. The creation of this earth and all its naturalresources is a sign of His wisdom, mercy, power and His other attributes and

therefore serves to develop human awareness and understanding of this creator

(Ar-Rad, 13: 2-4; 21: 79, cited in Al-Haran and Low, 2008).

Muslims should seek to protect and preserve the environment because by doing sothey protect Allahs creatures which pray to Him and praise Him. Humankind might

not be able to understand how these creatures praise Allah but this does not mean

that they do not do so, Allah says.

The seven heavens and the earth, and all beings therein, declare His glory: There is

not a thing but celebrates His praise, and yet ye understand not how they declare His

Glory! (Al-Israa 17:44, cited in Al-Haran and Low, 2008).

Based on the Islamic teachings, mankind is expected to protect the environment since

no other creature is able to perform this task. Human beings are the only ones that Allah

has entrusted with the responsibility of looking after the earth. This trusteeship is seen

by Islam to be so onerous and burdensome that no other creature would accept.

(www.islamonline.net, Islam and Environment).

Literature Review

Emphasis on Halal is indeed growing. It is moving into the mainstream, affecting and

changing how business is being done. Halal is affecting how marketing is being done.

Meat is supposed to be the Halal market leader, but these days, it is a matter

of wholesome meat; a matter of meat and dietary balance plus all about being healthy.

Many other things such as milk, bread, juices, soft drinks, prepared meals and other

foodstuffs carry the label of Halal, and the Halal logo becomes a label and symbol of quality

and religious compliance (Al-Haran and Low, 2008).

Live chicken are transformed into poultry that every Muslim can eat. Halals

burgeoning popularity can be linked to religious fervor; and beliefs that it is cleaner,

39The Brand Marketing of Halal Products: The Way Forward

healthier and tastier (Burgmann, 2007). And this makes it sound as the New Green.

Then again, some argue it is driven by the consumers urge to follow ritual or their desire

for acceptance, while others see it as a part and parcel to another rising trend.

Research Methodology

As in Low (2007), the research methodology employed involved interviewing. Low (2007)

yields much information from respondents since in-depth interviews and the most widely

applied qualitative methods were applied. Such a methodology allows the researcher

to generate greater insights, and as in this research, it is more appropriate

(Malhotra, 1995). Tull and Hawkins (1993) highlight that interviews can supply more

and better quality ideas to interviewee than just the use of the focus group.

Thus, semi-structured interviews were held with 34 Bruneians: 30 business people and

four administrators in the Civil Service (some were students who were at the point of

research pursuing their Master of Business Administration: MBA) to get their views on

the brand marketing of Halal products. Convenient sampling was relied on, and the

interviewees were business people and administrators, and those who had been referred

to. All the respondents were local Bruneians and Muslims.

Conducted in a meeting setting, the interviewing sessions took place at conveniently

located sites, and 34 business people and postgraduate students with work experience were

selected in the sample. They were selected because the nature of their work involved

marketing. Data was collected for a period of nine weeks from August 10, 2007 to October

23, 2007.

A pilot test for this study was run on the list of key questions to be posed to the

interviewees. The final questions are shown in Exhibit 1 below. Question 4: What other

strategic branding options or ways would you, as marketer, do or apply to promote, say, your

own brand of Halal products? was amended and updated because previously, the question

What other ways would you as the marketer do or apply to promote, say, your own brand

of Halal products?, was felt to be too plain and did not exact and extract much strategic

branding input. The words strategic branding options were vital, and the words please

elaborate were necessary to draw the interviewees out to be more expressive.

Exhibit 1: Key Questions

1. What are your views on the marketing of halal products?

2. What are your perceptions of the brand marketing of halal products?

3. What are the key factors in the branding of halal products?

4. What other strategic branding options or ways would you, as marketer, do or apply to promote, say,your own brand of halal products?

5. Any other comments that you wish to make or share?

The purpose is to get a detailed account from the business people and working adults

on what their perceptions were on ways to up the brands of Halal products in Brunei and

this part of the world. There is no substitute for pre-testing the interview questions


regardless of how experienced the researcher or how familiar the subject area is as

it gives an opportunity to determine if the questions are appropriate and identify those

which are not easily understood (Stewart and Shamdasani; 1990).

In the beginning, the researchers initial intent was to tape record each interviewees

views. However, as in other studies (Low, 2002 and Low and Or, 2004), recording might

be disturbing, and uncomfortable to the interviewees, be less expressive or obstruct their

willingness to offer responses to the posed questions. Therefore, no taping was done by

the researcher. Instead, he relied on note-taking during the interview sessions.

The interviewees were expressive and the researcher did probe for the interviewees

detailed responses. To avoid memory lapses and omissions, all note-taking was completed

within 24 hours after the interviews.

Findings

As for the question, What are your views on the marketing of Halal products?, the

majority replied that there was a need for more coordinated approach, building awareness

even among Muslims and building bridges with or gaining support with Non-Muslims

such as those who understand the big picture and even empathize the idea of eating

healthy food and being generally green. All respondents agreed to the idea of creating

a symbol, some iconas a trust mark being placed on the Halal products so that Muslims

would know that such products are Halal or acceptable for the Muslim community

(interviewees input, mentioned 36 times). The symbol can represent the Halal quality

of the products (interviewees input). Such Halal symbol gives the consumers the

psychological comfort that they have bought the religiously correct products; it also

minimizes their post-purchase dissonance.

Next, in terms of, What are your perceptions of the brand marketing of Halal

products?, a majority (30) of the interviewees or 88.23% of the total interviewees

expressed the need for proper communication (mentioned 36 times) and 28 interviewees

or 82.35% of the total interviewees highlighted that they wanted to see more clear

positioning of Halal products as the way forward in branding such products.

With regard to the question, What are the key factors in the branding of Halal

products?, There should be a clear distinction between haram (forbidden) products and

Halal (Islamic allowed or permitted) products (interviewees input; mentioned 25 times)

and the marketing communications should be made in that direction (interviewees

input; mentioned 36 times). Twenty-five interviewees or 73.52% of the total interviewees

opined product packaging as a key factor in brand marketing of Halal products.

Halal companies need to commit and convey quality to their customers (interviewees

input; mentioned 16 times).

To the question, What other strategic branding options would you as marketer do or

apply to promote, say, your own brand of Halal products?. A majority of 25 interviewees

or 73.52% of the total interviewees expressed the need for Halal companies to look


at other Muslim and non-Muslim companies in the region and relate these to their

companies strategic brand management of their Halal products. What the respondents

were expressing indicated that Halal companies must increase their customer service, give

what their consumers need, and be more professional in improving their product

packaging as well as benchmarking and learning from other Muslim and non-Muslim

companies in South-East Asia especially Malaysia.

Analysis and Discussion

Things Healthy are the In-thing!

Halal can be healthy in the ordinary sense of the word (interviewees input, mentioned

16 times). Health can be one of the factors deployed to brand the marketing of Halal

products; after all, healthy food is said to be the fastest growing sector of the food market.

In the US, for example, Wholefoods, a one store startup in the 1970s is now a $3.7 bn

company with 26,000 employees. It recorded an average growth rate of 19% over the last

five years compared to 2.5% of the general grocery market (Evans 2007, p. 6).

The above is amplified by Youngs point (cited in Gheswalla, 2007) that such branding

of Halal products offers a big opportunity for the Westerners to consume Halal products,

as Halal taps into concerns about purity, health and wellness which are universal and

it says something about the quality of things that are produced.

Assimilation

The marketing and branding of Halal products is enhanced by foods everywhere in the

world being assimilated with changed local tastes. Foreign foods in some countries as in

Europe become assimilated and local tastes change, encouraged by global tourism and

reverse colonization. Curry is the number one take away meal in the UK and Kebabs are

a typical German staple (Evans, 2007).

After examining the growing importance of Halal and the fact that Halal (lawful in the

Islamic sense) is fast becoming a new market force and identifier, the next part of the paper

will assess and highlight the branding strategies in marketing of Halal products.

Proper Names, Quality and the Brand Marketing of Halal Products

The study of consumer behavior is vital when it comes to brand marketing of Halal

products. In essence, Muslim consumers are very much like any other consumers. Muslim

consumers would certainly want quality products which also conform to their beliefs

(Halal). In this aspect, Gobes (2001) concept of emotional branding should be applied

since this emotional branding strategy marked a rather simple but revolutionary shift

in thinkingplacing the consumer, not the product, at the forefront of a brands strategy.

Being religiously correct is very critical to Muslims it is their emotional concerns and

how they are seen by others when it comes to buying or consuming brand Halal products.

Halal product sellers must not just sell the products but supply or serve the core benefits

(Low, 2002a, p. 152 and Low, 2006) to their consumers and make them satisfied.


They must also connect, communicate and relate with the buyers and consumers of their

products (Low, 2001).

Consumers would very much turn their attention to a well-marketed product which

does not have a Halal mark on it and read its ingredients in contrast to purchasing one

which has less credibility but has a Halal mark. McDonalds in Singapore can be seen as

a prime example; it has seen an influx of eight million patrons a year after it obtained

a Halal certification. Since being certified Halal, KFC, Burger King and Taco Bell have all

seen an increase of 20% in customers (Hairalah, cited in Hazair, 2007a, p. 13).

Quality Halal certifications, coming from credible sources, appear, all the more, to give

assurances to the consumers. Hence the increase in their numbers.

As the studys findings have shown, proper names are critical, a great contributing

factor to the brand marketing of Halal products. (interviewees input, mentioned nine

times). Success in the Halal business and marketing can be attributed to strong brand

name and more importantly, knowing what the customers want. It is indeed tactless for

producers to name their products after haram or forbidden foods, Halal consumers are

quite sensitive to these issues (Hairalah, cited in Hazair, 2007a, p. 13). Again, note that

this amplifies Gobes (2001) point that real brands are about meaning and truth. Certain

terms are misnomers; for example, it is awkward to speak of Halal beef bacon since bacon

implies pork which is haram or forbidden. The name which indicates Halal must be

meaningful and truthful. Indeed so, among other things, Islam also encourages the

concepts of istiqamah (consistent, continuous improvement) and amanah (trust).

Real brands thus need to bear meaning and truth.

Product Packaging

Twenty-five interviewees or 73.52% of the total interviewees indicated product packaging

as one of the prime factors in brand marketing of Halal products, and in this regard, when

a Muslim consumer buys a Halal product, he is doing so because of his commitment

to Islamic principles and teachings. Some Halal food producers have developed

a patronizing attitude towards the buyers, feeling that the consumers lives will remain

hard and dry since they will not be able to enjoy the product (El-Mouelhy, 2007).

Such an attitude needs to be changed. The quality must be there as well as the willingness

of the suppliers to supply such quality Halal products.

According to El-Mouelhy (2007), the patronizing attitude is a very real and common

happening. It has affected the Halal food trade between many countries. He cited that

some of the high income oil rich Muslim countries used to import poultry, meat and dairy

products from some of the fellow Muslim countries that were rich in agriculture and cattle.

The exporters of those Muslim countries took the importers for granted and on some

occasions failed to either maintain quality or meet various other commitments that they

had made. This resulted in problems for the importers. The exporters who, despite

complaints, did not do much to improve the situation; lost the buyers trust, and they

started looking for other sources of supply.


El-Mouelhy (2007) further argues that the failure of Muslim exporters of Halal food

products to recognize that the consumer is the final arbiter led the consumers to those

suppliers who strongly believe in the consumer as a king. Thus in Europe where

Non-Muslim suppliers are located, and they may not have heard of or eaten Halal food

in their entire life, yet they are successful. The reasonthey know the golden rule of

marketing, namely: The consumer is king in the market!

Besides, today in many Muslim countries, poultry, meat, dairy products and other foods

are imported from Europe, Australia, New Zealand, America, and other countries and the

importing countries are happy because they are not only getting Halal food but also high

quality food (El-Mouelhy, 2007). Consumers are becoming more complex in terms of their

needs and they want to eat Halal meat that provides them with all protein. Protein is

needed to build, repair and maintain tissues, organs and cells in the body.

In Brunei, the recently unveiled Halal accreditation label serves as a platform for its

local Small and Medium Enterprises (SMEs) to grow. The Halal accreditation label which

promises and delivers its gift of developing safe and fresh products for Muslims and

non-Muslims in the international market, can add value to the Sultanates local products

(Han, 2007). Already global food and drink giant, Nestle has shown its interest in wanting

to obtain Brunei Halal seal (Hazair, 2007b). Besides, with this Halal label support, local

companies, joining forces with international companies, can also provide services that can

lead to other spin-off opportunities and business growth.

The branding of Halal products can also draw strength from the Halal quality definition

while building its product brand personality just like what cigarettes have in the form

of the Marlboro Man personality. In this regard, brand character can be a great door opener

if used in systematic and aggressive manner (Alsop and Abrams, 1986). Basically, the Halal

or what this researcher would call the New Modern Muslim personality has to be defined

before it can be shaped.

A need exists to avoid Haram or forbidden names for Halal food, and these include

names such as chicken ham, Halal beef bacon and alcohol-free beer. This can be misleading

to the Muslim community (Dr. Mohammed Asraf, Secretary General of the Islamic Society

of North American Canada, cited in Hazair, 2007). Though not an easy task

(interviewees input), businesses perhaps need to come up with names with an Islamic

identity so as to increase consumer confidence and positively affect sales.

The Halal labels should not only be descriptive, but also be clear and meaningful

to the consumers. Such a move assists in clear positioning and top-of-the-mind awareness

of the Halal products and advances the brand further. The technique is to identify the

source of the food elements. More so, if the food components contain unfamiliar

elementsfor example, porcine; it could cause confusion and problems for Muslim

consumers (Junaidah Hj Abu Bakar, cited in Han 2007a, p. 5).


Public Relations, Promotions and Advertising

Promoting a brand is the prime factor to making Halal products click. By creating a Halal

brand, we (businesses) have the opportunity to touch the lives of more people. Creating

a trust mark for the Muslim communityit (Halal) could become its own power brand.

(Bayman, cited in Hazair, 2007c). Advertisers also have to find socially acceptable ways

to communicate those products, (Miles Young, chairman of advertising giant Ogilvy and

Mather Asia-Pacific, cited in Gheswalla, 2007).

Propriety and quality must be conveyed to the consumers (interviewees input;

mentioned 16 times). In marketing communications of Halal brands, it is not sufficient

to say a company has a quality product. Halal businesses should strategically gain their

customers trust by upholding high standards. Interestingly, Williams (2007) two key ideas

of businesses branding their products through conveying quality can be applied here:

Halal businesses should choose their words carefully. In choosing words, describingsomething as high quality actually limits ones message. Instead, choose terms like

premium or unparalleled. The more expensive ones product relative to

competing products, the more sophisticated the terms one should choose.

Also, consider carefully before one includes quality in ones name or tagline.

Upscale products benefit from a more subtle approach. It is preferable to imply

quality when naming ones products.

They should indeed be committed to their niche. If theyre of Halal excellencechoice, they cant also be of low Halal operational quality/low processing quality

choice. It is one or the other in the consumer mind because the two concepts are

seen as opposite ends on the spectrum. Advertise value or affordability, but avoid

low cost, inexpensive, cheap and other words that connote low quality.

Next, in this researchers opinion, Halal companies, believing in the Islamic cause

and walking their talkcan be passionate in advancing the Halal cause. They can also

sponsor and/or provide scholarships of Islamic postgraduate studies in local institutions

of higher learning such as the Centre for Islamic Banking, Finance and Management

in the Universiti Brunei Darussalam.

Additionally, participating in expositions and seminars on Halal products is good as it

brings awareness to Muslims and non-Muslims alike of the available Halal products and

their suppliers/wholesalers at both the national and international level (Al-Haran and

Low, 2008).

Then again, the power of contrast (Kothari, 2005) or yin-yang effect (Low, 2005) can

be applied here to brand Halal products. Contrast means comparing and emphasizing

differences, making the differences stand out. Branding works well when the marketing

communications are consistent (Epromos, 2008); the latter should be using the same Halal

accreditation labels, symbols and icons. Easily recognized Halal accreditation labels will


promote the religious compliance for the Muslims. However, it needs to appear with

a forward looking font to differentiate it from other trademarks. Stylized Arabic very much

associated with Islam, can be incorporated into the labels.

Halal businesses can also advertise in the Halal journals and media both in Brunei and

overseas. Advertising is the key to marketing and sales. From the Halal advertising

perspective, strategy depends upon whether a particular market is a comprehensive Muslim

majority or a mix of so many different communities (Al-Haran and Low, 2008, p. 46).

In a clear-cut Muslim majority case where the total presence of non-Muslims is only

marginal, it is appropriate to emphasize the Halal nature and characteristics of the food

so that it attracts the common folks in the society who are a majority. However, in

a multi-religious society where Muslims are a significant proportion of the population, the

product can be marked as Halal on the label so that the members of the community are

aware of its status as well as promoting the product in the Muslim and ethnic media. Here,

for the non-Muslims, the products quality, that they are cleaner, healthier and tastier

(Burgmann, 2007) and the overall health factor should be emphasized.

Pricing

In terms of pricing, strong Halal brands have to be created and built. Brands can add value

to a product allowing the manufacturer and sellers to enjoy the ability to command

a higher pricing for their products. Here, a vital point to note is that value is created

by the way of packaging, the image it portrays and the interactions of the consumers with

the seller company; it is not defined by the sellers but by the buyers and consumers

(Kotler, 2000; Low, 2002a and Dolak, 2003).

Good Halal branding, while commanding higher prices can also attract or entice

the non-Muslim consumers. Ordinarily speaking, there is strong perception of high quality

associating with high pricing as in luxury goods or health products, more so when Halal

products are marketed and branded as health food.

Place

As argued in Low (2007a), companies selling Halal products should capitalize on the Muslim

diasporia, selling in Malay Muslim and/or Arab Muslim, Middle Eastern and Central Asian

countries. In this way, the companies have an expanded market and playing field.

However, from the producers point of view, there are two types of markets for Halal food:

1. The Market in non-Muslim countries.

2. The Market in the Muslim countries (El-Mouelhy, 2007).

In the case of the non-Muslim countries, the problem is serious because the Muslim

communities are scattered. Thus it is difficult to distribute through dealers because

in many cases there are no dealers but only the scattered small retailers. The labor cost is so

high that the price will not become competitive compared to the same product that lacks Halal


attributes. Despite these difficulties one cannot discount the big potential

of Halal food market. The answer lies in making the product Halal in the first place as well

as making it available for all (El-Mouelhy, 2007). Also Halal product marketers need

to take part in exhibitions and conferences of the Muslim Communities in various big centers.

The real issues in the markets of Muslim countries are that businesses need to

Seriously avoid a patronizing attitude and be aware that customer is king, honoringthe commitments on a regular basis.

Commit, ensure and upkeep quality.

Know the culture of the local distributors. When dealing with these distributors,it is important to know their expectations and their way of saying Yes or No.

One should also be ready to learn how things can be made to move in that culture.

Other Branding Strategies for Halal Products

It is true that with the strong Islamic background of the nation strengthened by the

national philosophy of Malay Islamic Monarchy, the global market can be assured that

Brunei Darussalams Halal certification is stringent. The highest approval level for the

Halal certification is the Islamic Religious Council of Brunei Darussalam members

comprising prominent clerics (Brunei Halal, 2007). Halal businesses in Brunei needs to see

what other Muslim and non-Muslim companies are doing (interviewees input; mentioned

10 times). Benchmarking and continuous improvements are critical; and much learning,

applications and benefits can be derived. It is interesting to observe foods and consumables

labelled Halal which is now being done by the Malaysian government. This is of great

interest in the international arena since no global common standard exists for it at this

time. Establishing a global standard would make marketing of such products simpler and

open up new possibilities for the creative and innovative strategies in Islamic branding

(Young, cited in Nair-Gheswalla, 2007).

Under the people aspect of brand marketing of Halal products, anyone that is directly

or indirectly involved to the Halal business should give an overall safe and comfortable

perception and quality impression, and that can have profound loyalty effects on buyers.

To enhance that impression, employees must thus be properly trained.

Indeed benchmarking, learning and applications as strategic brand management

coincides with Youngs remarks (cited in Nair-Gheswalla, 2007) that Malaysian Airlines:

MAS, Petronas and Proton are companies that are examples of seemingly Islamic brands,

which have gone global. They can thus be emulated and, in fact, such an area in that

direction can be the scope of future research.

The fact that the majority (73.52%) of the interviewees claimed Halal companies need

to look at other Muslim and non-Muslim companies in the region also point to strategic

alliances and collaborations; these should be applied and stepped up. Halal businesses,

facilitated by the Brunei Halal body and/or Brunei Government, should work more on this.


Such an example includes the project, which is being currently run by the Brunei

Government and is being coordinated in Australia by Elders, can help to fill the gap

in the Halal market (Sheridan, 2007). Brunei Halal brands can indeed gain market share

as well as a win-win for both countries.

Conclusion

In short, businesses and marketers should realize that Halal marketing is very much like

ordinary marketing and apply the 4Ps aptly. They should also recognize that Muslim

consumers would be loyal and perceive that they have bought the right product brand

when:

They always get the product they want. (Ease and convenience to customersis also enhanced).

They always get quality (They match with their religious beliefs and values; theyfeel psychologically and physically safe; they feel comfortable.)

The supplier has kept his promise, supplying the right quality products andbuilding the customers trust in them.

The Halal nature of the product is beyond doubt, there should be some form ofHalal certification, and some respectable authority stands behind the producers

claims.

The positioning of Malay Islamic Monarchy of Brunei, together with the peoples way

of life or lifestyle can be a strategic option to market Halal products, since it is aligned

with the Halal brand. The reputation of the country too helps in the marketing of the

Halal brand in Brunei and the region. And indeed, by focusing on and growing its Brunei

Halal brand, Brunei Darussalam can, in fact, further diversify and grow its non-oil and gas

industry, moving away from the dependence on its oil and gas industry while

strengthening its economy.

Limitations and Benefits of the Study

All the respondents in this research were Muslims and Bruneians. The study however

would have yielded more and varied answers should it be conducted among non-Muslims

as more out-of-the-box brand paradigms, marketing options and/or fresh strategic

responses and perspectives may perhaps emerge. If the above is the case and if assessed as

yielding benefits, researchers may consider this avenue or pool to tap when doing such

a research in the future. If the latter is adopted, as a word of cautionthe author wishes

to advise researchers to note a caveat here as Muslim scholars may point to the fact that

non-Muslims are not aware of the practices of Islamic teachings.

Although research has yielded much result, the study could have been expanded

to increase the pool and numbers of respondents. However, this is in most ways acceptable

and understandable given the fact that the study was conducted at the researchers

personal expenses, and without any help or sponsorships from other organizations.


In any case, the study is apt and, indeed, helpful. After all, there is a growing influence

of Islam on brands and there is the rise of Shariat or Islamic finance; there is Halal

compliance in food and cosmetics; there is a whole culture of branding that corporations

are unaware of or are struggling with. True, it may also be quite a controversial topic but

mainly because there has been so little talk about it in the past and never at all in public

(Young, cited in Nair-Gheswalla, 2007). The study can, in some ways, too raise the

awareness of a growing influence of Islam on brands.

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Documents

The Brand Marketing of Halal Products at Brunei