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

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...

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