that are TurkiyeFinans and Kuveyt Turk capture the commercial customers. In addition, the development of these institutions seems to be very difficult because of the lack of Turkish Sukuk in Turkish banking context having no adequate liquidity. Moreover, in its political context, leading actors in Turkish political and economic structure reject utterly the existence of Sharia Board. In fact, it is clear that the Turkish banking sector is an untapped potential market that could be easily converted into an opportunity by improving the regulatory framework and communication strategy for these institutions. Indeed, since the controversy still exists around the concept of secularism, which is an impediment to the development of these banks called "Islamic" in Turkey, there is a necessity for a communication strategy to break down prejudices and to become popular for Islamic finance sector, which is still known very poorly and superficially by general public in Turkey.