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Islamic finance institutions (IFI) need to understand people’s knowledge of the sharia system. Understanding more clearly about this problems, this article has analyzed customer’s knowledge and preference about Sharia Brands. The respondents include students and scholars with any kind of profession, such as lecturer, banker, government employee and others, aged between 15 and 60 years. The research concludes that people only know that the Islamic system differs from conventional systems because it is not the permissibility of interest (riba) in the transaction, but they do not understand that there are sharia supervisory board to oversee the IFI’s sharia-compliance in its operations. The preferences of selection factors that people liked are because of bank location, because of other’s recommendation and because of efficient bank services.     Keywords: sharia brand, islamic marketing, muslim customers, sharia compliance

Basic Knowledge of Sharia Brand in Islamic Financial Institutions