Islamic Brand: A Conceptual Definition of Brand from Islamic Perspective

This article involves the construction of Islamic brand definition. The accuracy of explaining the definition of Islamic brand from the Islamic point of view is limited in current studies. Most studies only employed the conventional brand definition in the western countries to examine the similarities and differences of Muslim consumers’ attitudes towards a brand. This article asserts that adopting the conventional brand pivot in defining Islamic brand is inappropriate to explain Muslim consumers’ attitude towards brand. This is because conventional brand theory did not fully portray the Islamic values and principles. Thus, the main focus of this study is centered on the key principles of Islamic views that must be incorporated in developing a definition of Islamic brand itself. The usage of epistemology (Quran and Sunnah) and ontology approach from Islamic perspective is needed. It includes three Islamic principles that are belief (Aqidah), Islamic law (Sharia) and morality (Akhlak). Qualitative approach has been employed in this article.