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Authors: SVEN BOTHA.
Branding has become an essential activity in international relations as states require ways of distinguishing themselves from one another. A similar trend has emerged with non-state actors such as terrorist groups. Following the Chibok Kidnappings of April 2014, the ‘Chibok Brand’ emerged affording Boko Haram considerable international notoriety as the abduction of 276 schoolgirls by a non-state actor was unprecedented. Despite the success of the ‘Chibok Brand’, little research has been done to explain the dual usage of the ‘Chibok Brand.’ Hence, this paper seeks to explore the emergence and continued relevance of the ‘Chibok Brand’ using a combination of desktop research and Twitter analysis. The ‘Chibok Brand’ is explored from three different angles, namely: Boko Haram, the Nigerian government and the West. This paper finds that while the brand is still of relevance in the present time, it only remains so in relation to Boko Haram and the West. The absence of the reference to this brand by the Nigerian government suggests that it underestimates the value of the ‘Chibok Brand’ in sustaining Boko Haram, which could further impede counter-terrorism efforts.
Keywords: Boko Haram, Branding, Terrorism, Nigeria, Chibok Girls
