Building an Islamic brand
A 21st century challenge

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	Author(s): Anjul Sharma, Alun Williams Collection: Global Diversity 2006 Keywords: Society, Culture ESOMAR Excellence Award Nominee - Best Paper 2005/2006

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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: Islamic Bank of Britain and Mecca Cola.

The paper poses two key questions: how can an Islamic brand be developed in Western consumer society; and how can Western consumer society accept, even embrace, an Islamic brand?

In answering these questions, it draws attention to the broader political context in which we work.