Even in war, branding applies. Israel and Hamas are engaged in a parallel battle of optics despite a ceasefire that took effect Jan. 19 after more than a year of devastating war.

It is believed that at least two of the six American hostages still held in Gaza are alive — Sagui Dekel-Chen, 35, who grew up in Bloomfield, Connecticut, and Edan Alexander, 19, from Tenafly, New Jersey. Four other Americans are believed to have been killed in captivity.

Hamas and Israel will conduct their fourth swap of the Gaza ceasefire on Saturday, with militants releasing three Israelis including the father of the two youngest hostages, in exchange for 183 Palestinians held in Israeli jails.