Terrorist group brands: understanding terrorist group strategies through brand exposure
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Authors
Greaver, Bradley S.
Subjects
branding
brand exposure
brand management
terrorist groups
terrorism
Al Qaeda
Islamic State
ISIS
mass-mediated terrorism
brand exposure
brand management
terrorist groups
terrorism
Al Qaeda
Islamic State
ISIS
mass-mediated terrorism
Advisors
Warren, Camber
Date of Issue
2016-12
Date
16-Jun
Publisher
Monterey, California: Naval Postgraduate School
Language
Abstract
Much as commercial firms do, terrorist groups use branding to increase support and thus their capacity to conduct operations. This thesis introduces the new concept terrorist brand exposure, as a reflection of effective brand management strategies and communications among terrorist groups. In that regard, this thesis seeks to merge two vastly different theories, brand theory and terrorism studies, into one package. The research involves a quantitative analysis of the terrorist brand exposure of Al Qaeda and the Islamic State in the news media published on the Internet between April 1, 2013, and December 31, 2015. The results of this thesis validate that terrorist groups can influence their brand exposure through violent terrorist actions and manage their brand strategies to differentiate themselves from other groups in the global competition for resources.
Type
Thesis
Description
Series/Report No
Department
Defense Analysis (DA)
Organization
Identifiers
NPS Report Number
Sponsors
Funder
Format
Citation
Distribution Statement
Approved for public release; distribution is unlimited.
Rights
This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.