Shari’a Compliance in Building Identified Islamic Brands

Abstract

Shari’a, in its strictest definition, is a divine law, broadly expressed in the Qur'an and Sunnah. As such, it is related to but different from fiqh, which is emphasized as the human interpretation of the law.  Every human aspect is under the domain of this guideline, business and marketing is no exceptional. The paper discusses on how Shari’a compliance help the Islamic Brands identifiable and increases its reputation. Since brand development is the element that causes most businesses the biggest challenge for creating the company identity, exploring brand marketing concepts in Islamic branding would fine-tune its business model and practices in today’s competitive market place. Islam has a set of values which are immensely strong and can identify itself as a strong brand, pose unique image thus build good reputation. This study is an attempt to find out how the compliance of Shari’a might contribute to build identified Islamic brands with good image and reputation.

Key Words: Islamic Branding, Shariah, Halal, reputation and Image.