OFFSTONE JAN EDITION 2025

42 Islamic Branding Islamic branding refers to the marketing of products and services that comply with Islamic values and Sharia law. According to Hussin, the goal is to facilitate Muslim consumers' access to these products while also appealing to non-Muslim customers. Key areas of Islamic branding include Muslim clothing, such as hijabs and baju kurung, and halal food products, which must meet strict halal standards established by authorities like JAKIM in Malaysia. Halal food must be free from pork, impurities, and meat from improperly slaughtered animals. Similarly, halal cosmetics must exclude harmful ingredients. Tourism services offering Muslim-friendly accommodations and prayer facilities also fall under Islamic branding. Additionally, Islamic financial products, such as murabaha financing and takaful insurance, comply with Sharia principles, enabling Muslims to engage in financial transactions while adhering to their faith. Indonesian marketing scholar Ernawati noted that Malaysia is a leader in the halal pharmaceutical and cosmetic industries. Muslim consumers often prioritize products that align with Islamic principles when making purchasing decisions. For Malaysian entrepreneurs, effectively marketing Islamic-branded products can enhance relationships with consumers. However, misusing Islamic branding can lead to ethical concerns and reputational risks. Entrepreneurs, particularly Muslim women, must thoroughly understand Islamic branding to maintain consumer trust and sustain business growth. Advertising Advertising is a powerful promotional tool that facilitates communication between sellers and consumers, influencing purchasing decisions. It employs various channels, including traditional media (television, newspapers, and radio) and digital platforms (social media and websites), to persuasively convey product information to target audiences. In today’s digital landscape, online advertising is increasingly favored for its affordability and effectiveness. Many entrepreneurs, including women, leverage social media platforms to expand their businesses. Social media advertising enables businesses to engage customers through targeted content, such as banner ads, sponsored posts, and interactive media, thereby enhancing product awareness and consumer interaction.