Building an Islamic brand

Williams, Alun; Sharma, Anjul
November 2005
Brand Strategy;Nov2005, Issue 197, p52
Trade Publication
The article describes the challenges faced by the Islamic Bank of Britain in its efforts to cater to the financial services needs of British Muslims. The most fundamental challenge facing Islamic Bank of Britain has been the sheer diversity of the Muslim market. There are also differences in terms of community type, as shown by the specific financial services requirements of different Muslim communities in the region.


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