Halal Branding Ditinjau dari Perspektif Manajemen Syariah
Keywords:
Halal Branding, Sharia Management, Halal Industry, Sharia Marketing, Islamic BusinessAbstract
This study aims to analyze the concept of halal branding from the perspective of sharia management and its implementation in the development of the modern halal industry. The research employs a qualitative approach using a library research method. Data were collected from various scientific literature, journals, books, and previous studies related to halal branding, sharia marketing, and sharia management. Data analysis was conducted using descriptive qualitative techniques through data reduction, data presentation, and conclusion drawing. The findings reveal that halal branding functions not only as a marketing strategy but also as an implementation of Islamic values in business activities emphasizing honesty, trustworthiness, justice, transparency, and social responsibility. Halal branding plays a significant role in enhancing consumer trust, strengthening corporate image, and increasing the competitiveness of the halal industry in the global market. Furthermore, digital technology development has strengthened the effectiveness of halal branding through social media and digital marketing. However, the implementation of halal branding still faces several challenges, including the inconsistency between halal brand identity and business operational practices, as well as the limited understanding of sharia principles among business actors. Therefore, consistency between branding strategies, sharia compliance, and business operations is essential to ensure business sustainability and social welfare.
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