Branding of Spiritual Authenticity and Nationalism in Transnational Sufism

This chapter is a comparative study of well-known transnational Sufi orders, Haqqani and Suleymanci (Naqshbandi), as well as the Khaniqahi (Nimatullahi). This is a preliminary work that draws on in-depth qualitative interviews to examine the process of self-representation and localization of Sufism in Australia and Indonesia. Despite the fact that these Sufi orders each have established transnational networks and cyberspace presence, they also demonstrate strong local identities and indications of adaptation and appropriation. Recognized Sufi orders have historically operated through a complex local social network, often with links into local politics. This initial study, based on fieldwork analysis across Sydney, Melbourne, and Jakarta, offers insight into the changing attitude of contemporary Sufi orders on issues to do with religion, spirituality, consumerism, nationalism by proxy, and transnationalism. This chapter will explore the theories on the “branding” of faith to understand the “branding” of nationalism of a religious group.