The Ogilvy/Noor index is a construct that measures the appeal of global brands to Muslim consumers. The index is based on a sample drawn of consumers in the Muslim-majority markets of Saudi Arabia, Egypt, Pakistan, and Malaysia. The higher the score, the more Muslim-friendly the brand is perceived. Thirty-five brands were evaluated. The table below shows the ten highest and lowest ranked brands

OGILVY NOOR INDEX—TOP/BOTTOM RANKED BRANDS

Brand	Ogilvy Noor Index	Brand	Ogilvy Noor Index
1. Lipton	131	26. Axe	88
2. Nestlé	130	27. Emirates	85
3. Nescafe	122	28. Red Bull	78
4. Nido	118	29. Etihad Airways	77
5. Kraft	117	30. Singapore Airlines	63
6. Maggi	117	31. Cathay Pacific	62
7. Mirinda	110	32. Citibank	59
8. Pringles	110	33. Standard Chartered	54
9. Lays	110	34. HSBC	51
10. 7 Up	109	35. Royal Bank of Scotland	47

Note that even though banks such as Citibank, HSBC, and Standard Chartered offer Islamic financial services that comply with Islamic law (shariah) they score very low. What could be the reason(s) for their low rankings? What other conclusions can be drawn from the results?