Building an Islamic brand – a 21st century challenge
Anjul SharmaSynovate UK
Alun WilliamsIslamic Bank of Britain, UK
INTRODUCTION
Across the world, ethnic communities have risen in prominence and have now become a focus of attention for marketers and researchers. Our experience suggests that much of the research conducted concentrates on an ethnic community's interest in a product or service, gauging its potential or ascertaining whether or not it is necessary to invest in mother tongue communications. This is useful and will obviously affect whether or not the product is launched and how marketing communications will...