An analysis of halal brand elements in Selangor food industry / Anis Husna Abdul Halim

Next 21st century, Islam may become the world’s fastest religion with 2.8 billion people estimated in 2050 which shows an increase for 30% of the world population. No surprise halal brands are now wide spread and bound to raise the market value because these brand values are chosen by society to avoid issues concerning health, safety, animal welfare. Therefore, industry adopts the brand elements in their product to increase the high level of brand awareness and familiarity towards the product because each element will integrate the strong values to contribute to brand equity. Brand elements are tools in identifying and differentiate the products. The leading brand elements are brand names, logo, slogan, and packaging chosen by the company to enhance their brand awareness by facilitating the elements to present the advantages and strength of the product. However, there are many issues occur in halal brand where the industry commits on the imitation, fraud, misrepresentation to portray their brand as halal without any proof and evidence on the status of halal. Asides from that, it is found that the current guidelines on halal brand is insufficient and not details, seen as necessity to develop structure to be used as a guidance for the halal industry. Thus, the objective of this research is to identify the determination of Halal brand, to analyze the application of brand elements in food industry alongside to propose structure of halal brand elements. This research used qualitative method to conduct depth research through interview 14 experts from 4 field include from halal agency, industry, consultant and academician.