Friday, March 15, 2019

The Branding of Al-Shabaab

The Royal United Services Institute (RUSI) published in March 2019 an analysis titled "How East Africa's Terrorists Build Their Brand Strength" by Matthew Freear, communications manager at RUSI's Nairobi office.

Branding is how an organization sustains relations with its audiences over the long term. Among other themes, al-Shabaab is determined to build an image as a credible alternative to the Somali government. The analysis explains some of the ways that al-Shabaab is having success with its branding effort.

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