OFFSTONE | JUNE 2026 EDITION

48 BRANDING IN THE DIGITAL ERA ACCORDING TO IBN KHALDUN'S THOUGHTS By: Muhammad Zarihi Nubhan Bin Abdul Rahman & Assoc. Prof. Dr. Norhayati Rafida Binti Abdul Rahim 4251020@raudhah.usim.edu.my The first author is a candidate for a Doctor of Philosophy in Communication at the Faculty of Leadership and Management in the Islamic Science University of Malaysia (USIM). His research interest primarily focuses on negotiations, media, broadcasting and purchasing behavior. ABSTRACT This writing discusses the relevance of recommendations, particularly from the perspective of the renowned scholar Ibn Khaldun, regarding unity (positive asabiyyah) through branding in the digital era, qualitatively, drawing on previous studies. The purpose of this discussion is to reassess the digital communication environment in branding for the establishment and implementation of practices that align with national policies to avoid threats to public psychology and social issues. Introduction Branding is the ‘pulse’ of social organization relationships. It is a reputation based on instinct that improves emotional intelligence and promotes unity and togetherness among members of a social organization rather than a product or brand. Therefore, an individual's social identity may be identifiable within the framework of that social organization group.