The merger announced last month by Ayman al-Zawahiri between al-Qaida and Algeria's GSPC represents a significant strategic move by the al-Qaida leadership. It is the latest example of a new chapter in al-Qaida's efforts to both outsource operations and more aggressively re-brand once autonomous or loosely affiliated groups. It is a well-known fact that al-Qaida has become highly decentralized in the years since 9/11 and the fundamental nature of the organization has changed dramatically. With no physical base from which to draw and train recruits or launch attacks, and with its hierarchy severely damaged, the role of al-Qaida-central (as some refer to bin Laden and his remaining leadership) has become primarily one of ideological leadership. The deal struck back in 2004 with Abu Musab al-Zarqawi, which led to the emergence of "Al-Qaida in Iraq" is the most significant example of the re-branding strategy. Prior to the agreement between Abu Musab al-Zarqawi and Bin Laden in late 2004, there were very few ties -- operational or strategic -- between the Iraqi jihad and the al-Qaida network.
Al-Qaida’s Branding Strategy a Threatening Trend
