|Author(s): Anjul Sharma, Alun Williams
Collection: Global Diversity 2006
Keywords: Society, Culture
ESOMAR Best Paper Award 2005/2006
|PDF version (download)|
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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.