Shaping the Halal into a brand

Purpose – The purpose of this paper is to review current literature and practices concerning the usage and consumption of Halal, within marketing and branding. Following this, the paper is to both stimulate discussions and encourage further thinking within this field.Design/methodology/approach – The paper uses 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, personal observations and experience is also used.Findings – 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. Reasons offered by the authors are that current applications of brand theory unnecessarily restrict the term Halal and presuppose that there is one inte...