Abstract:

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.