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Abstract

This conceptual paper examines halal certification from a religious studies perspective by positioning it as a religious-symbolic branding system that extends beyond its conventional role as a regulatory mechanism for Islamic business compliance. Using a library research approach, the study reviews contemporary literature on the halal economy, branding, religion, and Muslim consumer behavior to explore how halal certification operates at the intersection of Islamic law, institutional authority, and market dynamics. The analysis reveals that halal logos and certification processes function not only as indicators of religious permissibility but also as symbolic instruments that communicate trust, moral legitimacy, reputation, and brand value within increasingly competitive consumer markets. Through certification, Islamic ethical principles are translated into standardized, auditable, and marketable forms, reshaping the exercise of religious authority in contemporary economic life. At the same time, the growing use of halal symbols in marketing strategies reflects an ongoing tension between spiritual ethics and the commercialization of religion, whereby Islamic values serve simultaneously as markers of religious identity and economic assets. This paper proposes a conceptual model of halal as a religious-symbolic branding system, contributing to a deeper understanding of how religion is reconfigured within contemporary capitalist economies.

Keywords

Sertifikasi Halal Branding Religius Bisnis Islam Komodifikasi Agama Konsumen Muslim

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How to Cite
Herlina, L. (2026). Halal as a Brand: A Religious Studies Perspective on Islamic Business Certification. Kahf: Journal of Management and Sharia Business, 1(1), 18–27. Retrieved from https://jurnal.stiq.assyifa.ac.id/kahf/article/view/1171
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