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Inside ISIS and Al Qaeda s Battle for Brand Supremacy

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Four days after the terrorist attacks in Paris, which killed 17 people, a video surfaced online showing one of the gunmen, Amedy Coulibaly, pledging allegiance in broken Arabic to Abu Bakr al-Baghdadi, the leader of the Islamic State in Iraq and Syria (ISIS).
Earlier that week, another assailant, Chérif Kouachi, in a telephone interview to French television claimed allegiance to a different jihadist group: Al-Qaeda in the Arabian Peninsula. “We acted a bit together and a bit separately,” he said. Kouachi was later killed by police.
With an investigation of the attacks still ongoing, it remains unclear how closely the gunmen actually coordinated with the two terrorist organizations or between themselves. But the episode offers a glimpse of new undercurrents fueling Islamic terrorism: Al-Qaeda is no longer the key player when it comes to Islamist terrorism against the West. Instead, multiple jihadi groups cooperate, and at times compete with one another.
That transformation is in full display with the recent successes of ISIS, which have re-invigorated jihadist movements worldwide, explained Katherine Zimmerman, a research fellow at the American Enterprise Institute, a conservative think tank. “ISIS is only spurring the race toward violent jihad,” she said.

One of the key forces fueling this revival is ISIS’s head Abu Bakr al-Baghdadi, a native Iraqi with a PhD in Islamic Studies and the track record of an ambitious leader.

Unlike heads of other Al-Qaeda’s main affiliates who climbed the ladders of the group’s central leadership, al-Baghdadi rose in the ranks of one of its offshoots, Al-Qaeda in Iraq, and doesn’t have a direct, personal relationship with the rest of the network.

In April 2013, al-Baghdadi announced that he was extending his group’s activities from Iraq into Syria. To reflect the change, he renamed Al-Qaeda in Iraq to the Islamic State in Iraq and Greater Syria, or ISIS.

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