"The Lebanese paramilitary political party Hizbullah is the leading Islamist group in the world in terms of possessing a sophisticated image management strategy. This strategy is reliant on a number of components, from media outlets and products to public displays to the use of personified politics. Its purpose is to support Hizbullah’s political activities and cultivate legitimacy for the group among its target audiences. This paper focuses on Hizbullah’s image management strategy over the past five years. It examines the strategy’s purpose and components, showing how they have come together to transform Hizbullah into a brand. It also shows how Hizbullah has used this strategy to modify its image over the years to ensure political survival. Hizbullah’s most notable achievement in this regard has been the merger of credibility and adaptability, a key characteristic for brand longevity. But the Arab Spring has brought new challenges for the group, and it remains to be seen how Hizbullah’s image management strategy might deal with those challenges." (Abstract)