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...

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