OFFSTONE JAN EDITION 2026

73 a process of certainty and confirmation such as; religion, environment, awareness, constraints, approach, culture, etc. Branding is a form of communication aimed at conveying the identity of a product to the community. This includes various aspects of knowledge about the product; tangible features such as the use of symbols, logos, packaging design, slogans, and intangible features such as philosophical values and ethical values. A good brand has an identity that is close to societal norms, which can influence purchasing decisions and behavior. This explains the increasing use of religious elements in product branding today. This phenomenon is better known as religious values in branding. The Use of Religion in Branding Malaysia, which is a multi-racial society, has a wide market for a variety of religious products. There are various methods in improving the quality of branding such as advertising, promotions, campaigns, etc. The use of quotes from sacred texts and religious symbols in branding also serves as an attraction to consumers who adhere to a particular religion. The ethical implications of using Quranic verses and hadith in advertising are not clearly outlined, especially in Malaysia. In fact, in the MCMC content code, it is prohibited from being used, as stated in Part 3 - Advertisement (Marketing Communication), 8.7: Abuse of Religion. It aims to avoid any misconduct that may cause misunderstanding and offend the sensitivities of any party. While the advertising medium for products that involve religious branding has also not been fully defined based on Islamic products. Based on the Malaysian Advertising Code of Practice User Manual provided by Advertising Standards Malaysia in 2021, there is no or has not yet been a use of the Maqasid Syariah method for advertising a product that reflects religious identity. Products that use religion as branding are not limited to food products but also involve religious goods, decorations, makeup, and accessories that are common in a community. Therefore, for the verification of Islamic product production, the halal label or logo is a sign of verification of products that meet the characteristics of processing according to Islamic law issued by a government agency, namely the Malaysian Islamic Development Department (JAKIM). Muslims prioritize the purchase behavior of products that are characterized by Islam, whether based on the halal logo, or the image of Islam or manufacturers with an Islamic background. Muslim consumers will prioritize halal verification of certain products such as food, where it is also received by non-Muslim consumers. The demand for products that use Islamic religious branding is increasing and is welcomed by manufacturing companies from both Muslims and non-Muslims from all over the world. There are also products that use the