Redefine the Branding in the Changing Business Environment; An Islamic View Point
This article engages the building of Islamic brand definition. In current studies, accuracy of explaining the definition of Islamic brand from the Islamic point of view is limited. Sufficient material exist related to the brand definition pertain to western countries and examine the similarities and dissimilarities of Muslim consumer behaviour toward brand. This study emphasizes that by using conventional brand domain in defining the Brand with an Islamic view point is unsuitable behaviour with Muslim segment because conventional domain could not fully expose the complete code of life, Islamic principles and values. Center of this study is key principles of Islamic guidelines that must be built-in developing a brand definition with Islamic view point. Epistemology (Quran and Sunnah) and ontology approach from Islamic perspective is needed to be used. Qualitative approach has been used in this article with basic Islamic principles of Aqidah, Islamic law (Sharia), morality (Akhlaq), honesty and self-accountability.