A series of recent high-profile halal scandals involving top brands have shown that halal reputation and Muslim consumer loyalty can change very quickly. It seems that companies are under continuous scrutiny. Unfortunately, companies frequently only find out the actual value of their halal reputation when they manage a halal issue or crisis poorly. Even though halal reputation is hard to define and value, it is evidently critical to track its performance. Today, many companies do not have these new halal reputation risks on their radar.