Abstract:

The presenters will briefly introduce the external realities of Turkey today as dictated by recent history, economics and demographics. The most relevant sets of dichotomies that define the value-space for Turks' self-understanding will then be discussed. It is in the relations to these dichotomies that Turks define themselves. Finally a series of examples of brands that have successfully bridged the gap between the extremes of Turkish consumer culture will be presented.