The Strength of al Qaeda’s Name: Stronger or Weaker?
Posted in al Qa'ida Central, al Shabab, AQ Strategy, AQAP, Bin Laden, Polls on February 22nd, 2012 by Clint – 2 CommentsThe announcement of the al Qaeda – al Shabaab official merger last week got me to finally go back and review the last question from the al Qaeda Strategy 2011-2012 poll conducted the week prior to Bin Laden’s death. I wish I could honestly say I waited for the merger to show the results of this question. But, the truth is that I was just being lazy. However, this final poll result proves to be quite timely.
During the survey, I wondered under what conditions we might see not just the death of al Qaeda the organization but the death of al Qaeda the social movement. My guess was that if new groups stopped calling themselves an al Qaeda affiliate and older groups quit re-branding as al Qaeda affiliates, then we might be witnessing the death of al Qaeda’s social movement. (I now think my assumption for designing this question was flawed and will discuss below.)
In the last week of April 2011, 268 people answered the following question with regards to al Qaeda.
In two years, will regional insurgent groups and local, upstart terror groups continue to brand themselves as AQ affiliates?
(Example: GSPC changing its name to AQ in the Islamic Maghreb or al Shabaab calling itself AQ in the Horn of Africa.)
Here were the answer choices.
- No, AQ Senior Leadership will deny independent extremist groups branding as AQ affiliates because this weakens AQ’s operational control and undermines AQ’s global credibility.
- No, groups will not brand as an AQ affiliate as AQ’s image has tarnished due to inactivity and internal fracturing.
- Yes, groups will continue to brand as an AQ affiliate in order to receive ideological guidance, operational direction, and financial/technological resources.
- Yes, groups will still consider AQ a powerful symbol and will brand as AQ affiliates. However, new groups will not have direct ties to AQ’s senior leadership or resources.
I’ll first discuss the results from April 2011 and then compare it to what has happened over the past 10 months with regards to name changes.
Below are two charts. The first shows the raw vote totals for the four answer choices by combining the votes of all five major professional categories. The second chart shows the percentage of people in each professional category choosing each of the four options. Note, there were only 12 ‘Media’ voters in total so their voting in chart 2 appears more extreme than it actually is. Here are the findings I found particularly interesting.
- Votes overwhelming selected “Yes, groups will re-brand but have no direct connection with AQ”.
- The notion that groups would re-brand to receive additional resources and guidance finished third out of four choices, but many analysts are currently citing this as the reason behind Shabaab’s recent merger. Only the smallest voting group, ‘Media’, selected this more than other groups.
- The lowest vote getter was “No, AQ will deny new groups from branding as AQ.” ‘Academia’ selected it the most, but even then, only a little over 10% selected it. I also find this surprising as it appears Bin Laden and Fazul both denied Shabaab the title of an AQ affiliate prior to their deaths.
The branding question arose several times this past year. In Yemen, AQAP may have created a parallel organization called Ansar al Shariah. Why do this? To divest from a tainted AQ brand, maybe? Or is it an effort by AQAP to create a separate organization not under constraints of an al Qaeda allegiance. By creating a separate group, AQAP leaders can do AQ’s bidding under one umbrella, and pursue their own objectives, outside of Zawahiri’s direction, via Ansar al Shariah. I have no idea but Aaron Zelin did an excellent discussion on the AQAP-Ansar al Shariah branding some months back.
As for Shabaab, local politics have usually trumped AQ’s global agenda and may have prevented their renaming in the past. Leah Farrel’s commentary from 2010 on an AQ-Shabaab merger describes all sorts of pros and cons for Shabaab when considering a merger and is also worth reading to understand the complexity of the AQ branding issue.
Overall, my logic for crafting the question in April last year was off. I don’t think Shabaab taking on the AQ name makes either group stronger. That being said, I do feel that if AQIM re-flags back to a name similar to GSPC/GIA or AQAP begins shifting its efforts, resources and media under the name Ansar al Shariah we could definitely be witnessing the slow decline of the al Qaeda brand.
I think in the future, we’ll still see jihadi extremist groups with former AQ members in their ranks. These groups will operate similarly to AQ but may have minimal to no connections with AQ Central’s leadership. However, these new extremist groups may be less inclined to brand as an AQ affiliate unless there are substantial resources coming from AQ Central to justify the Western CT attention that comes with the AQ name. The implication: analysts should refrain from connecting every extremist outfit back to AQ and instead focus on the extremist group itself recognizing that each day that goes by without a substantial AQ attack likely represents the degrading of AQ’s brand name. AQ’s not dead, in fact they have one excellent opportunity on the horizon (coming post), but we should avoid treating every extremist action as a function of a group whose last big attack on the West came almost seven years ago.
Here are the charts.
Here is the breakdown as percentage from each professional groups selected each response.





