Branding of Ideas: Sustainable Peace as One of the Discursive Principles of the Islamic Revolution

Branding is mainly, and to some extent correctly, used in the field of activities related to economy and trade, particularly economy and trade based on market rules. Nevertheless, growth and expansion of branding techniques and skills as well as surfacing of its significance as a category related to the nature of human relations has encouraged scholars of branding to try to expand the domain of inclusion of branding system. Emphasis on personal branding over the past few decades, either in political or art, sports, or management, has revealed the signs of this expansion and development. City and country branding, from the perspective of tourism or even for the sake of consolidation of national power in international arena, has become prevalent today. It seems that the final stage of this trend will be the branding of ideas and thoughts. Although it is still in the embryonic stages of its development, idea and thought branding seems to be the final stage of this trend. This trend too is in the early stages of its development, but the pace of its growth is very rapid. Attempts have been made in this article to discuss the idea of sustainable peace as one of the mainstays of the discourse of Islamic Revolution. The distinction of the dominant discourse of the Islamic Revolution, which has turned it into one of the most popular events of the contemporary history, lies in its approach to the issues of politics and political power. The reconciliation of ethics with politics, which had sunken into oblivion in the market of political relations, is the very turning point that can be connected to the idea of sustainable peace. The contention of this paper is that the idea of sustainable peace can, by using the techniques of branding, become one of the powerful brands of the discourse of Islamic Revolution in international arena.