Building an Islamic brand - a 21st century challenge
Anjul Sharma and Alun Williams
This paper explores the creation of a brand for Muslim audiences in the United Kingdom and globally. It illustrates some of the unique and unusual challenges that this task creates by using two case studies: the Islamic Bank of Britain and Mecca Cola.
Building an Islamic brand – a 21st century challenge
Anjul SharmaSynovate UK
Alun WilliamsIslamic Bank of Britain, UK
Across the world, ethnic communities have risen in prominence and have now become a focus of attention for marketers and...