The Development of Conventional Brand Theories: A Critical Reviews from Islamic Perspective
Muhammad Saiful Islam Bin Ismail; Nursiha Binti Alias

Abstract
This article describes the past literature regarded with the theories development of conventional brand. This is due to marketing scholars developed Islamic brand which based on the conventional brand pivot and claims as Islamic brand theory. Hence, the main aim of this article is to understand the mainstream of conventional brand. Later is to determine whether the adaption or modification of the theory can be accepted from Islamic point of view. This article begin with the development of conventional brand theories are divided into two (2) phases; initial phase of brand development before 1970s until 1980s, and second phase of brand development during 1990s until 21st century. This article discuss on the researcher’s review critically on reality of those theories based on its advantages and limitations from Islamic perspective. In order to assess the limitations of current research, Islamic thought which is aligned with Al-Quran and Sunnah has been explored. It reveals the advantages of conventional brand is assist the firm to discover the finest strategy to attract the consumers’ attraction, enhances product recognition that expose consumer to aware of firms’ brand, and prevention from trademark infringement. However, the conventional brand is limited to suits well with Islamic teaching due to the capitalist aspiration (profit oriented and maximizing satisfaction), immoral behavior among firm and consumer and inadequate method to understand Islamic relation. Therefore, it may suitable well with the capitalist aspiration in motivating the firm to monopolize the market orientation through their brand product, but, unfortunately, it was against the Islamic teaching

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