Sustainable Halal Management, Branding, and Marketing Strategies for Blue and Green Products

There is a growing demand for halal products and services worldwide which spans beyond Muslim dominated economies to non-Muslim dominated economies. This has resulted to the need for marketing professionals to understand the importance of the Halal market and incorporate that into their strategies. The past three decades have witnessed a rise in sustainability issues and in the field of marketing and branding. The purpose of this chapter is to examine the management of Halal sustainably, how halal products can be branded as well as the marketing strategies for both blue and green products. The chapter has been divided into sections with the first section briefly discussing the concept of sustainable Halal management in the eyes of products and services. The section takes a look at Halal branding using the brand equity models while the third part highlights the use of the marketing mix elements in understanding the importance of Halal marketing strategies regarding blue and green products. The findings in this chapter indicate that sustainability marketing can be practiced in the management of Halal. It also indicates that through the use of brand equity models and marketing strategies, firms can get blue and green products to their customers and make a profit out of that. This chapter contributes to existing Halal management and marketing literature in two separate ways. In the first place, it seeks to introduce the concept of sustainable Halal management. Secondly, it seeks to identify branding and marketing strategies that can be used for Halal blue and green products.