The al-Assad family has been ruling Syria since 1971. Besides Bashar, the President since 2000, his brother Maher al-Assad, who commands Syria's Republican Guard, is seen as a key family member. Another key family member is Rami Makhlouf, Bashar's first cousin, who reportedly controls 60% of Syria's businesses. His wife Asma is credited for shaping his image as "moderate reformer".