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Why is there a need for a separate brand for HSBC Amanah (as opposed to HSBC)?

April 26, 2017amanah brand HSBC separate

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Why is there a need for a separate brand for HSBC Amanah (as opposed to HSBC)?

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There are over 1.5 billion Muslims in the world today, and almost a quarter of them live in countries having Muslim majorities in which HSBC operates. These people are looking increasingly for financial products which are in harmony with their religious beliefs. HSBC understands the needs of our local communities, and the HSBC Amanah brand responds to the desire of our Muslim customers for our Shariah compliant services to be fully differentiated from our conventional financial services.