Branding the Islamic State of Iraq and Syria

<jats:p>This article will explore three crucial parameters that have been taken into consideration to attract millennials towards the Islamic State or Islamic State of Iraq and Syria (ISIS) brand: the first parameter is story creation around the historical significance of Islamic prophecies justifying the ISIS brand. Second is the symbolisms attached to the ISIS brand and its relevance (a flag, a leader, a logo, a caliphate) and, third, the actions or the sense of attachment to the ISIS brand in the form of practising ideology, gaining recognition and appeal to the millennials. The promotion of the brand has been advanced through diverse means – social media platforms, mainstream media organizations, YouTube videos, all orchestrated to gain recognition of a rising state brand on the one end and a brand of fear and intimidation on the other.</jats:p>