ABSTRACT
This chapter argues that the narrative has been one of the main strategies in sustaining this movement for several decades, communicated not only through the Brotherhood magazines but, more importantly, through interpersonal communication, drawing on the narrative of a collective identity. The Brotherhood interpretive community has its own shared logo, memories and memoirs, icons and narratives, which altogether contribute to distinguishing the Brotherhood from rival movements and also to identifying it as a counter-hegemonic force, both regionally and globally. The chapter argues that the Brotherhood ideational mission rests on circulating a shared narrative in order to enforce the movement as a faith brand. It provides a framework for analysing the Brotherhood as a sociopolitical movement, with emphasis on the discursive strategies aimed at creating and sustaining the movement as an enmeshed faith and political brand. Branding refers to the image, the representation, the connotations, and the emotional connection with the audience.
