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Purpose  The main purpose of this conceptual paper is to identify and explain the technique of branding “Halal” as a marketing strategy to reach and capture a certain market segment (niche), particularly Muslims.    Design/methodology/approach  The approach of this paper is descriptive based on literature survey as well as the author’s own opinion, experience and judgment.    Findings  In many cases, particularly in food market, the term “Halal” is being used to attract the Muslim customers’ religious feelings rather than providing them cost-effective value products.    Research limitations/implications  The paper is expected to contribute to the theoretical base, as it focuses on the use of religious sentiments in marketing that is worth further research conduction.    Practical implications  The arguments of this paper can be used by the producers of “Halal” products in including certain features that might satisfy the demands of religious Muslims regarding food products.    Social implications  This paper can be contributive for the greater needs regarding societal and Islamic values.    Originality/value  This paper is one of the initial attempts to highlight the religious feelings to attract a specific market segment.

Branding “Halal”: application of a certain religious emotion to attract a specific customer segment