This article will explore three crucial parameters that have been taken into consideration to attract millennials towards the Islamic State or Islamic State of Iraq and Syria (ISIS) brand: the first parameter is story creation around the historical significance of Islamic prophecies justifying the ISIS brand. Second is the symbolisms attached to the ISIS brand and its relevance (a flag, a leader, a logo, a caliphate) and, third, the actions or the sense of attachment to the ISIS brand in the form of practising ideology, gaining recognition and appeal to the millennials. The promotion of the brand has been advanced through diverse means – social media platforms, mainstream media organizations, YouTube videos, all orchestrated to gain recognition of a rising state brand on the one end and a brand of fear and intimidation on the other.

中文翻译：

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为伊拉克和叙利亚伊斯兰国打上烙印

本文将探讨为吸引千禧一代加入伊斯兰国或伊拉克和叙利亚伊斯兰国 (ISIS) 品牌而考虑的三个关键参数：第一个参数是围绕为 ISIS 品牌辩护的伊斯兰预言的历史意义的故事创作。其次是 ISIS 品牌的象征意义及其相关性（旗帜、领袖、标志、哈里发国），第三，以实践意识形态、获得认可和吸引千禧一代。品牌推广通过多种方式推进——社交媒体平台、主流媒体组织、YouTube 视频，所有这些都是为了一方面获得对一个正在崛起的国家品牌的认可，另一方面是一个恐惧和恐吓品牌。