Branding by Islamic Banks in Pakistan: A Content Analysis of Visual Brand Elements

Abstract

This paper aims to present an analysis of brand elements adopted by Islamic Banks in Pakistan. The research uses the content analysis on the branding elements for five established Islamic banks (IBs) and 14 conventional banks offering Islamic Windows (IWs). Data has been taken from SBP and official websites of the relevant banks. The analysis is based on brand names, logos, taglines, color schemes and backgrounds. Some noteworthy trends highlighted in this study are; (a) Arabic script in logos; (b) Islamic emblems in logos (c) Arabic Calligraphy in logos (d) White, black and green colors; (e) Islamic terms in brand names, logos and taglines; (f) Islamic perspectives as USP; (g) Targeting to Muslim Community (h) Touching to religious sentiments of clients (i) Avoidance of statues and images of living creature; (j) Avoidance of female images (k) Avoidance of promises on high return on the basis of investment (l) Avoidance of religious emblem of non-Muslims Communities.