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 Best Paper Award 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.




Date of publication: 08.05.2006
ISBN: 92-831-0194-4
Order Code: S311_03_Sharma-Williams
Number of pages: 19

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