This article sheds light on the use of narrative within the realm of political Islam, taking the Muslim Brotherhood as a topical case study. The argument is that the Brotherhood media served as a faith brand that was based on a narrative aimed at mobilizing voters and supporters, both within Egypt and regionally. The article questions whether the Brotherhood media represent a coherent voice of the movement, and how the media have helped sustain, preserve, and distinguish the Brotherhood’s brand for nine decades. It is argued that the Brotherhood’s narrative and brand attributes have come under scrutiny with the ongoing fissures within the movement post-2013, particularly between the old and new guard with regards to the re-assessment of the Brotherhood’s ideology and mission. These controversies attest to the gradual fragmentation of the Brotherhood brand, raising doubts about the movement’s ability to resuscitate this brand in the future.

本文以穆斯林兄弟会为专题案例研究，阐明了政治伊斯兰领域内叙事的使用。争论的焦点是，兄弟会媒体充当了一个信仰品牌，它基于一种旨在动员埃及和地区选民和支持者的叙事。文章质疑兄弟会媒体是否代表了运动的连贯声音，以及媒体如何帮助维持、保存和区分兄弟会品牌九年。有人认为，随着 2013 年后运动内部的持续分歧，特别是新旧卫队之间关于重新评估兄弟会意识形态和使命的分歧，兄弟会的叙事和品牌属性受到了审查。