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Rebranding Terror

Nusra's Renaming Is Part of al Qaeda's Plan

A Jabhat al-Nusra fighter at a checkpoint in Aleppo, October 2013. Mohlem Barakat / Reuters

On July 28, Abu Muhammad al-Julani, heretofore the emir of al Qaeda’s Syrian affiliate Jabhat al-Nusra, delivered what seemed to be a major announcement. Although Julani lavished praise on both al Qaeda emir Ayman al-Zawahiri and his predecessor Osama bin Laden, he noted two apparent organizational changes. The first was that Jabhat al-Nusra was no more: Julani’s organization would henceforth be known as Jabhat Fatah al-Sham (JFS, or, in English, Conquest of the Levant Front). Second, Julani said that the renamed organization would have “no affiliation to any external entity.”

Arab and Western media buzzed with news that Julani had announced his organization’s “split” or “break” from al Qaeda. Yet Julani never actually said that such a break was occurring, and a careful reading of his statement reveals numerous problems with this interpretation (though some JFS figures have more definitively affirmed a split in interviews). More significantly, this

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